By Greg Hazley
The Vacation Rental Managers Association is reviewing its PR account with a closed RFP process as the trade group wraps a branding initiative early next year.
MMGY Global is the incumbent and has been invited to participate in the review.
“With the revised brand strategy and rapid pace of change within this industry and association, as a matter of best practice, VRMA is also reviewing its public relations campaign goals and deliverables through an RFP that was issued last week to a select group of public relations agencies and organizations,” Shelly Pfenniger, director of communication for the group, told O’Dwyer’s. She said the group has seen “tremendous expansion” over the past several years.
VRMA’s key PR push, Discover Vacation Homes, pitches vacation rentals over hotel as a lodging option to travel consumers.
Twenty-seven-year-old VRMA is based in the U.S. with global members. The group is currently engaged in a branding initiative slated to end in early 2013 aimed to “strengthen our message and further position this association and its members as trusted leaders in the vacation rental industry,” said Pfenniger. VRMA tapped Brainforest for that endeavor. |