FEBRUARY 2010
February 19, 2010
New York Time Media Decoder Blog
Forget Those Games in Vancouver. We Haven’t Finished Analyzing the Super Bowl Ads.
- Stuart Elliott
"Another report, from a company named General Sentiment, calculated the dollar value of the attention paid online to the Super Bowl spots. The top finisher was Doritos, followed by HomeAway, which ran a spot featuring Chevy Chase and Beverly D’Angelo as the characters they played in the “National Lampoon’s Vacation” movies."
February 16, 2010
Click Z
Searching the Super Bowl 2010
- Joshua Palau
"The Winners:
"
HomeAway
HomeAway had it all. The company did a fantastic job of owning its brand experience by including its videos, Twitter page, and blog within search. HomeAway also had separate organic listings just for the
Griswolds. Extending the "Vacation" experience online proved not only savvy, but entertaining as well."
February 09, 2010
TV Squad
The Super Bowl Commercials: The Best
- Kona Gallagher
"
'HomeAway: "Hotel Hell Vacation' - It's the Griswolds! Chevy Chase and Beverly D'Angelo star in this ad for a website I've never heard of, Homeaway.com. I don't know if it's a good website or not, but resurrecting the couple from 'National Lampoon's Vacation' is a brilliant idea. Chase has made a fantastic resurgence in 'Community' this year, so seeing him anywhere just makes me happy."
February 07, 2010
Ad Age
WWJD? He'd Skip Most of This Year's Super Bowl Ads
- Bob Garfield
"
HomeAway Publicis in the West, Seattle No pop-culture icon is too dated for the Super Bowl. This year gave us Abe Vigoda, Kiss and, here, Chevy Chase and Beverly D'Angelo as the Griswolds -- from the "Vacation" comedies of the '80s. The pitch: If you don't want their luck, skip the crappy motel and rent somebody's house. It scans."
February 08, 2010
Bloomberg News: BusinessWeek
Super Bowl Ads Ply Fans With Beer, Cars, Humor, Sex (Update1)
- Brett Pulley
"Advertisers sought to stretch their dollars by encouraging viewers to visit their Web sites. HomeAway, an Internet-based vacation-rental company, featured Chevy Chase and Beverly D’Angelo reprising their 'Vacation' films, and Go Daddy promised 'hot Internet-only versions' of its Super Bowl ads."
February 08, 2010
CNBC.com's Media Money Blog
The Ad Bowl's Big Winners
- Julia Boorstin
"For all the dot-coms in the game and online innovations, advertisers were remarkably traditional. With marketing dollars still tight, advertisers relied on familiar faces to recall happier times...Homeaway.com's reunited the National Lampoon's Vacation stars to promote its vacation rentals."
February 08, 2010
Tech Crunch
Monday Morning Marketing Quarterback: Which Superbowl Ads Scored On The Web?
- Leena Rao
"...which commercials went beyond TV to score on the Web? Reprise Media released a report that ranks Super Bowl advertisers based on the level of integration between their television commercials and presence on the web in terms of search and social media. According to Reprise’s scorecard, Boost Mobile, HomeAway, E*Trade and Google were the marketing standouts out of last night’s commercials."
February 07, 2010
TIME.com
The Best and Worst Super Bowl Commercials of 2010: HomeAway, 'Hotel Hell Vacation'
- James Poniewozik
"Chevy Chase and Beverly D'Angelo return to reprise their roles in the
Vacation movies with a spot for the rental site, which directs you to HomeAway.com for the rest. Not effective in the traditional sense of making a strong case for using the site, but it gets in a plug and will probably direct a lot of traffic (people love them some
Vacation sequels!), so credit for novel use of air time.
Grade: B"
February 19, 2010
MSNBC.com
Taking the Kids — On Spring Break
- Eileen Ogintz
"Or you can avoid hotels entirely...try sites like vrbo.com and homeaway.com where you can also negotiate directly with a homeowner ... for good deals on digs in resort locales with multi-bedrooms."
February 14, 2010
Boston Globe
Honeymoons That Won’t Break the Bank
- Elizabeth Gehrman
"
White Mountains Cottage With a cottage in the White Mountains of New Hampshire, you won’t have to decide between a mountain or water view -- many have both. Stand-alone places, which run as low as $500 a week, tend to be more secluded, whereas cottage communities ($43 a night and up) provide the option of mingling. Find your perfect fit at sites such as...
vacationrentals.com..."
February 02, 2010
MSNBC.MSN.com
Ski America: 30 Smart Tips and Tricks
- Brad Tuttle
"If you're traveling with a group, booking a condo directly from the owner via
homeaway.com or
vrbo.com is usually a better buy than a hotel: The per-person lodging costs are cheaper, and a kitchen saves you from eating out all the time. Be sure to examine online photos, check references, and find the property's exact location on a Google map. Then call the owner and ask what he means specifically by phrases such as 'ski-in, ski-out' or 'walking distance from the lifts.'"
February 07, 2010
New York Times
In Super Bowl Commercials, the Nostalgia Bowl
- Stuart Elliott
"Chevy Chase and Beverly D’Angelo, who first appeared together in 1983 as the hapless travelers Clark and Ellen Griswold in the movie “National Lampoon’s Vacation,” recreated their roles for a spot for HomeAway, a service for renting vacation homes."
February 08, 2010
FOXSports.com
Super Bowl commercials: Third quarter
- John Galinsky
"
HomeAway.com -- The Griswolds Chevy Chase and Beverly D’Angelo reprise their roles as quirky parents from the classic “Vacation” movies, except this time they’re exasperated travelers getting screwed by extra hotel charges. The solution, says the ad, is to rent a house. It’s a pretty good spot, but we were hoping Christie Brinkley would make an appearance at the hotel pool. This is crazy, this is crazy, this is crazy!"
February 05, 2010
CBSNews.com
Top 10 Ads to Look for at the Super Bowl
- Emily Fredrix (AP)
"
HOMEAWAY.COM: The vacation rental site launches a yearlong campaign tied to the Griswold family of "National Lampoon's Vacation" fame. The ad, starring Chevy Chase and Beverly D'Angelo as the quirky, traveling Griswold family, sends viewers to a 15-minute film on the company's Web site."
February 05, 2010
NASDAQ.com
US EQUITIES WEEK AHEAD: More 4Q Results; Super Bowl; Jobs Bill
- Kathy Shwiff
"Viewers who stay glued to the television during breaks in Super Bowl action this Sunday will see commercials by several first-time advertisers... Mobile pay-TV firm Flo TV, information provider KGB and vacation rental service HomeAway.com also are forking over $2.5 million to $2.9 million for 30 seconds of air time."
February 03, 2010
CBS Early Show
Exclusive: Super Bowl Ad Sneak Peek
"Click on the video below to see a clip from the new advertisements, including E-Trade.com's first-class babies, Audi's "Green Police," and HomeAway.com's National Lampoon experience."
February 02, 2010
New York Post
CBS Locks in Commercial Slots Before Supe Kickoff
- Holly Sanders Ware
"That roster of freshman players is relatively long compared with previous years and includes Skechers shoes, Dockers pants, Dr. Pepper, HomeAway vacation rentals, text-message information service kgb, and Boost Mobile and Qualcomm's mobile TV service, Flo TV."
February 18, 2010
PROMO Magazine
HomeAway.com Super Bowl Campaign Plays Out beyond End Zone
- Brian Quinton
"Austin TX-based HomeAway.com, a Web clearinghouse for vacation-property rentals, says the costly [Super Bowl ad] campaign paid off in game time buzz...
"And 45% of the visitors to the Vacation microsite in the days after the Super bowl also clicked through to the main homeAway.com site and conducted a search for vacation properties."
February 07, 2010
Chicago Tribune
Wheaton Man’s Family Truckster to Star in Super Bowl Ad
- Jack McCarthy
"The 30-second spot for
HomeAway.com features Chase’s Clark Griswold and D’Angelo’s Ellen Griswold in the metallic pea green, wood-grain paneled Family Truckster they drove from Chicago to the fictional Walley World theme park in the 1983 “Vacation” original.
"The station wagon is a near-replica created by stenographer Gary Schneider, 39."
February 04, 2010
EW.com PopWatch
The Griswolds Return in Super Bowl Commercial, Short Film!
- Mandi Bierly
"It’s a happy time for those of us who still have fond memories of the Vacation movies because we choose to pretend the Vegas film never happened: Clark and Ellen Griswold are back!
Chevy Chase and Beverly D’Angelo have reprised their characters for a 15-minute short film, Hotel Hell Vacation, for HomeAway.com, an online vacation rental marketplace. The short will premiere after a 30-second mock trailer for the film during the third quarter of Sunday’s Super Bowl."