“This year’s Super Bowl spot was a big success, resulting in a significant increase in incremental page views and unique visitors to HomeAway.com,” says Brian Sharples, founder and chief executive officer of HomeAway®. “For next year, we have another ambitious campaign that will highlight the benefits of vacation rentals over hotels.”
HomeAway collaborated with Austin, Texas-based ad agency Vendor, Inc. to develop and produce the ads and related online marketing assets designed to communicate the message, “Why Hotel when you can HomeAway?.”
HomeAway first advertised in the Super Bowl in 2010, when it reunited Chevy Chase and Beverly D’Angelo in their roles as Clark and Ellen Griswold from the 1980s comedy “National Lampoon’s Vacation.” The “Hotel Hell Vacation" commercial and mini movie generated a 500 percent increase in consumer visits to HomeAway.com on the day following the Super Bowl, as well as one million incremental page views in a 24-hour period. It also was widely recognized by critics as one of the best commercials aired during the game for driving business results and engagement.
“The purpose of the campaign is to drive more travelers to consider renting from the owners and property managers of the more than 540,000 vacation rentals listed on our sites, which include HomeAway.com, VRBO.com and VacationRentals.com in the U.S.,” Sharples says. “We’ve set a high bar to make an even bigger splash with next year’s campaign.”
Vacation Rental owners can List there vacation rental on HomeAway for $329 for 12 months.
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