HomeAway takes aim at Airbnb in spiky new ad campaign
New year, new advertising campaign – nothing unusual in that, except this year the vacation rental giant HomeAway has a new owner as well.
Two months after Expedia Inc splashed out $3.9 billion to get its hands on HomeAway, it is clear where the battle lines are being drawn in the fight for travellers looking for alternative types of accommodation.
Although not mentioned by name, HomeAway has the sharing economy in its sights as the evil nemesis in the marketplace, with Airbnb the chief protagonist.
The new campaign, dubbed “The Whole House. The Whole Family. A Whole Vacation”, features a one-minute video ad to be aired on television, social media and digital channels which “humorously” highlights what HomeAway claims are the differences between its product and those belonging to the sharing economy.
Launching in the US today (18 January), HomeAway’s ad was created with Saatchi & Saatchi in London and is said to be the company’s biggest marketing push so far, costing “tens of millions of dollars”, according to chief marketing officer, Mariano Dima.
The campaign will be extended in the summer of this year to push the vacation rental concept during the UEFA Euro 2016 football tournament in France.
Here is the ad:
Kevin is senior editor and a co-founder at Tnooz. He was previously editor of UK-based magazine Travolution and web editor of Media Week UK from 2003 to 2005.
He has worked in regional newspapers (Essex Enquirer) and started his career at the Police Gazette at New Scotland Yard in London. He has a degree in criminology, a postgraduate diploma in magazine journalism and publishes his first book - a biography about Depeche Mode - in early-2017.