PPB May 2021

WATER COOLER The Kids Are In Charge Vacation marketplace Vrbo partners with Netflix to offer experiential, family-friendly trips inspired by the comedy Yes Day . Experiential advertising has taken off recently and understandably so, with the pandemic thwarting many Americans’ plans for travel, leisure and out-of-home activities. With the travel industry hit heavily by coronavirus last year, which caused many vacationers to postpone or forego their plans, the folks over at Austin, Texas-based vacation rental marketplace Vrbo drew inspiration from Yes Day , a newly released Netflix comedy, and teamed up with the streaming service to offer themed, family-friendly vacation experiences—and place the kids in charge. Yes Day , which stars Jennifer Garner and Edgar Ramirez, follows a married couple who decides the best way to teach their three children responsibility is to say “yes” to everything they ask in a 24-hour period. (Yikes!) Staying true to the movie’s plotline, Vrbo is offering “Yes Day Stays,” with the option to select one of 10 kid-approved adventures across the country for just $20 per night, including a treehouse, an old firehouse, a farm with a bowling alley and a castle equipped with an arcade. Vrbo’s move to create a movie-themed experience shows out-of-the-box thinking on the company’s behalf. Not only do its Yes Day -themed vacations draw inspiration and elements from a popular, family-friendly comedy, but it also takes the movie’s plot—and truthfully, parents saying “yes” to everything for a day is every child’s dream—and makes it into a semi-reality packed with imaginative themes and fun activities. And, also important, Vrbo draws even more attention to its offerings by making it affordable to anyone, even on “a kid’s allowance,” as the website states. Vrbo’s new partnership with Netflix is also a move to compete with Airbnb, which benefitted during the pandemic from its more socially distanced locations and partnerships. Last year, Airbnb auctioned off exclusive stays in a Times Square dome for New Year’s Eve and at the mansion featured in Fresh Prince of Bel-Air , and a movie marathon at the last-running Blockbuster in Bend, Oregon . Foundation, which works to provide local students with a high-quality education. Other products, Brish Bish Daily Swish and Brish Bish Weekly Wash, are skincare items featured from Bishology, a women-owned business that donates a percentage of sales to supporting women and LGBTQIA+ organizations, and the British M Annato Hair Oil from British M represents a Korean woman-owned brand that is gender neutral. The Grammy’s inclusive gift bags have been described as a sharp contrast to the Golden Globes, which wasn’t only described by Vanity Fair as “painfully awkward,” but which coincided with the Hollywood Foreign Press Association (HFPA)—a nonprofit of about 90 international members consisting of journalists and photographers who report on the entertainment industry and vote on the Golden Globes Awards—facing several allegations, including the notion that none of its members are Black, and a lack of diversity among Golden Globe nominees. Co-hosts Tina Fey and Amy Poehler tried to make light of the situation, but the attempt was weakly received due to the reality of the situation. The Grammy’s showed an effort not only to highlight inclusivity through its gift bags, but also through its line-up: Mickey Guyton, for instance, was the first- ever solo Black female country singer to perform at the show. However, according to USA Today , the annual ceremony still has room for improvement to ensure that all people of color are represented in all categories. continued from page 68 Dean Drobot / Shutterstock.com 70 | MAY 2021 | THINK