HomeAway to Return as Super Bowl Advertiser in 2011
For a Second Time, Online Vacation Rental Company Uses High-Profile Venue to Promote
the Value and Benefits of Vacationing in a Home Away from Home
AUSTIN, TX, November 16, 2010 — HomeAway, Inc. – the world’s leading online vacation rental marketplace – today announced its return to the biggest advertising event of the year, with a new national ad campaign debuting during the FOX television network broadcast of Super Bowl XLV on Feb. 6, 2011.
“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.”
About Vendor, Inc.:
Vendor Inc., an independent, full-service advertising and marketing agency, was opened in Austin, Texas to harness the convergence of creativity, technology and attitude that the city embodies. Refusing to be pigeonholed as a digital or traditional agency, Vendor Inc. enables clients to VEER from conventional approaches to BELONG to the communities of people they wish to reach. Vendor Inc. was founded in 2009 by partners Clark Evans, James Martin, Jeff Nixon and Joe Shands; who have created award-winning campaigns at some of the country’s most revered agencies. Their work has helped build some of the best-known and most successful global brands. For more information visit http://www.vendorinc.com
For information contact:
Director of Global Public Relations