HomeAway becomes a verb with positive ad campaign [VIDEO]
If you can Google something, then perhaps you can “HomeAway” your vacation, too.
Or, at least that’s what HomeAway [the noun] hopes.
HomeAway has a new national ad campaign in the US, advising people to “HomeAway” for family togetherness. A one-minute video clip sings the praises of vacation rentals under the theme “Let’s stay together,” and points out at one juncture, “This is why you HomeAway.”
Or book your vacation rental on HomeAway sites, that is.
Of course, you can always “VRBO,” which is a variable way of HomeAway-ing, but this isn’t covered in the video.
HomeAway licensed the rights to Al Green’s 1972 tune, “Let’s Stay Together,” to make the new video, with the ad campaign debuting January 15 during the 69th Annual Golden Globe Awards.
The ads will appear in select US markets and nationally on cable.
You will notice that the video takes a very positive tone about the advantages of vacation rentals — a tack that contrasts sharply with previous campaigns trashing hotels.
It seems, for different reasons, that several companies are opting for more upbeat messages this year.
Here’s the new HomeAway video:
GSD&M, an Austin, Texas, ad agency, created the campaign, which will cover print, digital, TV and social media.
UPDATE: Despite the new ad campaign, HomeAway will be taking a pass this year and won’t be advertising for a third year in a row in the Super Bowl February 5. HomeAway had advertised in the previous two and promoted the advantages of vacation rentals over horrific hotels.
Matt Cohen, HomeAway’s senior director of brand marketing, explains that the game — HomeAway’s, that is — is different now. Cohen states:
“HomeAway will not be advertising in the Super Bowl this year. While visibility during the Super Bowl was the right decision for building our brand as a start-up, HomeAway – now an established player in the travel category – is today focused on building a long-term platform and campaign that focuses on what our business and category is about, which is celebrating togetherness and the shared experience families and groups can only have at a vacation home rental.”
Dennis Schaal was North American editor for Tnooz.