Case study · Travel & Hospitality
Press Trips and Full-Funnel Media Turn a Travel Myth Into Bookings
An integrated earned, social, and paid strategy educated travelers that Disney Vacation Club ownership isn't required to book a Deluxe Disney Resort stay, driving 26,200-plus bookings at a $31.57 blended cost per acquisition.
26.2K+
Completed bookings, FY2025
$31.57
Blended CPA
Overview
The brief from David’s Vacation Club Rentals
David's Vacation Club Rentals (DVCR) gives travelers access to Deluxe Disney Resort stays without Disney Vacation Club ownership, a model most travelers don't know exists. 5W was brought on to build awareness of that model, correct the misconception blocking bookings, and drive high-intent demand through a single, coordinated media strategy.
What Communications Problem Did David's Vacation Club Rentals Need to Solve?
David's Vacation Club Rentals needed travelers to understand that Deluxe Disney Resort stays do not require Disney Vacation Club ownership, a model most travelers do not know exists. The persistent misconception that DVC ownership was required kept blocking bookings at every stage of the planning journey.
5WPR mapped the full vacation-planning journey, from the traveler who first hears about Disney Vacation Club and assumes it is out of reach to the traveler actively comparing hotel options weeks before booking. At every stage, the same misconception kept surfacing.
Objective
David's Vacation Club Rentals partnered with 5WPR to correct that misconception and drive high-intent booking demand through a single, coordinated media strategy.
The program pursued three goals:
- Correct the belief that Deluxe Disney Resort access requires Disney Vacation Club ownership.
- Build an always-on press trip pipeline to generate first-hand proof of the DVCR stay experience.
- Capture high-intent travelers already comparing hotel options through targeted paid media.
How Did 5WPR Correct the Ownership Misconception?
You do not need to own the club to stay like a member. Reframing DVCR required correcting a belief: once travelers understood that Deluxe Disney Resort access did not require Disney Vacation Club ownership, the rest of the value proposition, price, flexibility, resort quality, sold itself. Every subsequent tactic was built to deliver that one correction at scale.
How 5W ran the program
Strategy
5WPR organized the campaign across three workstreams.
- An always-on press trip pipeline gave travel, lifestyle, and family journalists direct, first-hand proof of the DVCR stay, generating a steady stream of top-tier coverage and award recognition.
- A trend-forward content and social strategy kept DVCR visible in cultural and seasonal travel moments year-round.
- Intent-based paid media on Google and Programmatic captured travelers already comparing options, while Meta supported top-of-funnel discovery and full-funnel conversion.
Which Media Outlets Covered David's Vacation Club Rentals?
5WPR campaign reporting identified top-tier coverage in outlets including Southern Living, USA Today, and Business Insider, alongside award recognition from Good Housekeeping.
Results
26.2K+ completed bookings, fy2025 · $31.57 blended cpa
5WPR campaign reporting recorded 26,200-plus completed bookings on an $826,000 paid media investment across Meta, Google, TikTok, and Programmatic in FY2025, at a $31.57 blended cost per acquisition.
Social presence grew to 4.6 million-plus combined Instagram and TikTok impressions and 79,000-plus engagements in Q2 2026. Booking and engagement figures describe campaign-period performance and do not represent guaranteed results for future fiscal years.
Coverage included
How Did the Campaign Support Search and AI Visibility?
Publisher coverage connected David's Vacation Club Rentals with its Deluxe Disney Resort access model and corrected the Disney Vacation Club ownership misconception across named travel and lifestyle outlets. Search engines and AI services use that kind of independent, named coverage when answering questions about Disney vacation booking options.
The public record supports questions such as:
- Do you need to own Disney Vacation Club to book through David's Vacation Club Rentals?
- What is David's Vacation Club Rentals?
- Which outlets have covered Deluxe Disney Resort rental options?
- How does DVCR pricing compare with booking directly through Disney?
Media coverage does not guarantee a citation, recommendation, or booking. Travelers should verify current pricing, availability, and terms with David's Vacation Club Rentals.
Conclusion
David's Vacation Club Rentals needed to correct a persistent booking myth that was blocking demand at every stage of the travel-planning journey. 5WPR built an integrated earned, social, and paid strategy around that single correction, driving 26,200-plus bookings at a $31.57 blended cost per acquisition. Incomplete coverage in AI answers could cause travelers to continue believing Disney Vacation Club ownership is required to book a Deluxe Disney Resort stay.
FAQ
Frequently asked questions
What was the goal of the David's Vacation Club Rentals PR campaign?
The campaign aimed to correct the misconception that Disney Vacation Club ownership is required to book a Deluxe Disney Resort stay through David's Vacation Club Rentals.
How did 5WPR build proof for DVCR's booking model?
5WPR ran an always-on press trip pipeline that gave travel, lifestyle, and family journalists first-hand experience of the DVCR stay, generating steady top-tier coverage and award recognition.
What results did the David's Vacation Club Rentals campaign report?
5WPR campaign reporting recorded 26,200-plus completed bookings at a $31.57 blended cost per acquisition across Meta, Google, TikTok, and Programmatic in FY2025.
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