Drawbacks to vacationing in hotels, sharing economy accommodations humorously exposed in new ad campaign
 

HomeAway’s “It’s Your Vacation, Why Share It?” campaign directed by comedy duo Tim & Eric and voiced by actor Nick Offerman highlights why enjoying whole vacation homes with loved ones is better than shared spaces with strangers

AUSTIN, Texas – With the company’s new “It’s Your Vacation, Why Share It?“ integrated marketing campaign that launches worldwide today, HomeAway® is challenging travelers to book a whole house where families and friends have the space and privacy to enjoy their whole vacation.
 


30 second ad voiced by Nick Offerman and directed by Tim Heidecker and Eric Wareheim
 

The world leader in vacation rentals’ new campaign builds upon its platform of “The whole house. The whole family. A whole vacation.TM” and is intended to show humorously the many reasons why upgrading to a vacation rental far outweighs staying in a hotel or paying to sleep under the same roof as a complete stranger.

“Our new campaign demonstrates the problem of over-sharing, using humor to show how a whole house is an upgrade from status quo accommodations and sharing economy alternatives,” said Mariano Dima, Chief Marketing Officer at HomeAway. “Holidays are precious, so every moment should be about sharing the right things with the right people to ensure a more holistic, private and memorable vacation. We want to show travelers what ‘A Whole Vacation’ does and does not look like.”
 

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Campaign imagery comparing a whole home experience with a "sharing economy" experience
 

HomeAway developed the ad and its “over-sharing” campaign in partnership with Saatchi & Saatchi, London. Comedy duo Tim Heidecker and Eric Wareheim, known for their series on Adult Swim, directed the television spot with voice talent from actor and comedian Nick Offerman. The television creative launches January 18, and the global integrated marketing campaign will reach consumers using a spectrum of media, including digital, social, YouTube and TV.

National TV and digital campaigns in key global markets highlight the plight of over-sharing, with the most egregious offense being shared vacations with strangers – from toenail clippings and dirty bars of soap to overrun pools and overcrowded buffets, the ads explore the reality of staying at a hotel or sharing a home with a stranger.
 

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Campaign imagery comparing a whole home experience with a typical hotel experience


“’Why Share It’ is HomeAway’s largest marketing effort to date, costing tens of millions of dollars,” added Dima.

As a part of the campaign, HomeAway is launching the “It’s Your Vacation, Why Share It” contest. Travelers can enter to win $5,000 towards a HomeAway vacation rental by completing the statement “While on vacation I want to share ______ but not share ______.” and replying to the post about the contest on HomeAway’s Facebook page.

ZenithOptimedia handled the media planning and buying. The ads will air in the U.S. on networks such as E!, HGTV and TBS as well as ITV, C4 and Sky in the UK, TF1 and M6 in France and Sat1 and RTL in Germany. 

The creative will also be seen at the UEFA EURO 2016TM as HomeAway is the official fans accommodation sponsor for the European Football Championships, taking place in ten cities across France June 10-July 10.

 


The full 60 second ad voiced by Nick Offerman and directed by Tim Heidecker and Eric Wareheim
 

 

For information, contact:

Jordan Hoefar
Public Relations Manager
HomeAway, Inc.
Office: 512-505-1857
jhoefar@homeaway.com