HOMEAWAY by Publicis Seattle for Homeaway

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HOMEAWAY

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Industry Hotels & Resorts, Portals
Media Promo & PR
Market United States
Agency Publicis Seattle
Creative Director David Bryant
Released February 2010

Awards

One Show 2011
One Show Entertainment Online Branded Entertainment / Campaign Merit

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: HOMEAWAY
Product/Service: HOTEL PORTAL
Agency: PUBLICIS IN THE WEST
Date of First Appearance: Feb 7 2010 12:00AM
Entrant Company: PUBLICIS IN THE WEST, Seattle, USA
Entry URL: http://vacation.homeaway.com/vacation/
Chief Creative Officer: Bob Moore (Publicis In The West)
Creative Director: David Bryant (Publicis In The West)
Executive Producer: Adam Oliver (Publicis In The West)
Assistant Creative Director/Art Director: Scott Rasmussen (Publicis In The West)
Assistant Creative Director/Copywriter: Jeff Siegel (Publicis In The West)
Interactive Art Director: Kris Layher (Publicis In The West)
Interactive Copywriter: Matthew Weiner (Publicis In The West)
Developer: Ryan Robinson (Publicis In The West)
Interactive Designer: Max McSimov (Publicis In The West)
Senior Producer: Rod Shelton (Publicis In The West)
Group Account Director: Jason Sullivan (Publicis In The West)
Account Executive: Nick Schuitemaker (Publicis In The West)
Planning Director: Brian Moss (Publicis In The West)
Management Supervisor: Brad Gale (Publicis in the West)
Media placement: Facebook - Facebook.com - 1 January 2010
Media placement: Twitter - Twitter.com - 1 January 2010
Media placement: Teaser/Trailer - Youtube.com - 15 January 2010
Media placement: Short Film - HomeAway.com - 7 Feb 2010
Media placement: Spot - Superbowl Spot - 7 Feb 2010
Media placement: Website And Banners - HomeAway.com - 7 Feb 2010
Describe the objective of the promotion.
As a new brand in a category that is relatively unknown to Americans, competing against hotels that outspend HomeAway 30:1, HomeAway needed a fresh idea to establish the notion of an alternative to hotels and put it on the proverbial map… quickly.
Describe how the promotion developed from concept to implementation
As a new brand being outspent 30:1, HomeAway needed a big idea that truly transcends culture. What better way to do that than by creating an immersive, integrated campaign featuring Chevy Chase and Beverly D’Angelo as The Griswolds, America’s most famous and beloved traveling family from the National Lampoon’s Vacation film series? We created a short film, launched a social media frenzy that garnered over 100,000 followers in a month, generated millions in earned PR exposure, developed a digital advertising program, a UGC contest, and created a Super Bowl spot that drove traffic to the newly developed experiential microsite.
Describe the success of the promotion with both client and consumer including some quantifiable results
- over 100,000 Facebook fans in less than a month (Facebook)- over 1MM views of the online teaser before the film’s release (YouTube, Facebook)- over $5MM in earned PR media (General Sentiment)- 4.4MM page views on HomeAway.com within 24 hours - 3000% increase (HomeAway)- 500% increase in property inquiries within three weeks of launch – HomeAway’s KPI (HomeAway)- Moved from least talked about brand to the second most talked about brand amongst Super Bowl advertisers within 24 hours (LBi Atlanta)- Generated the second greatest website traffic amongst Super Bowl advertisers, 85% of which were new customers (Akamai, Omniture)
Explain why the method of promotion was most relevant to the product or service
We knew the best way to introduce an unknown entity to the masses was to push off hotels and conjure up those annoying experiences we all have stories for. We also knew we needed an integrated approach to stretch our budgets. So tapping into the equity of The Griswolds and their inherent connection to horrible vacation experiences was a natural fit for a brand trying to quickly establish itself in the crowded vacation space. And using social media, PR, the Super Bowl and, especially, a short film to generate traffic was that fresh approach the brand needed.