Seeking to Redefine the Family Holiday Experience, HomeAway Unveils “Whole Holiday” Global Integrated Marketing Campaign
LONDON, UK – February 23, 2015 –
As the company celebrates its 10th anniversary, HomeAway
, Inc. (NASDAQ: AWAY), the world leader in holiday rentals, today introduces a new brand platform and announces a global integrated marketing campaign that brings to life the joy of “a whole holiday” for the entire family - no matter the definition of “family.”
The new marketing approach shows the undeniable way in which holiday rentals create a more holistic, memorable trip. Traveling with “the whole family” and staying together in “the whole house” are the core benefits upon which HomeAway® and the holiday rental category are built.
“A holiday rental is at the heart of a whole holiday experience – it provides space and privacy to truly bond and create lasting memories,” says Chief Marketing Officer Mariano Dima, who joined HomeAway in September 2014. “If the walls of HomeAway holiday rentals could talk, they’d tell 10 years worth of tales of dinners, dance parties, laughter-filled conversations and other experiences that can only be fully appreciated if you’re staying in a holiday rental. It’s those moments that fuel our passion for growing the category and our increased investment in marketing.”
Dima developed the campaign and its core message of “The whole house. The whole family. A whole holiday.” in partnership with Saatchi & Saatchi in London and the brand platform with Landor in Paris and New York. The creative launches globally starting March 16 and will reach consumers using a spectrum of media, including digital, social and TV. ZenithOptimedia handled the media planning and buying.
“The changing dynamics of families is a driving force behind HomeAway’s campaign and platform,” says Katrien De Bauw, Chief Operating Officer of Saatchi & Saatchi London. “Millennials’ buying power is growing, kids are more informed and opinionated on travel than ever, and the word ‘family’ has expanded to include groups of friends. The goal is to connect with these influencers and bring them together.”
The campaign’s digital imagery features five scenes from various HomeAway properties, demonstrating both modern families and the excitement and experiences that can only take place when the group is together in a holiday rental. It will be used in advertisements and is currently live on HomeAway’s website and social channels. Travelers are urged to follow the campaign on social media using #WholeHoliday.
The unique 360-degree imagery captures the entire holiday experience and is animated in some executions; for example, changing from day to night based on the web user’s mouse position.
Thirty-second TV ads tell the two halves of a whole story of a young girl, Emma, who feels incomplete when her dog, Biscuit, isn’t brought on the family holiday. The first ad is told from the perspective of Emma, whose family travels to an incredible HomeAway property. The second follows Biscuit’s epic journey to reunite with Emma.
Alex Sattlecker and Linda Weitgasser at Saatchi & Saatchi London, with Chief Creative Officer Kate Stanners, wrote and art directed the ads, while Martin Krejci at Stink, a marketing and advertising firm in London, served as the director.
The campaign also extends beyond traditional media by asking online influencers to explore topics surrounding the platform. For example, rapper and activist Prince Ea, best known for his movement “Make ‘SMART’ Cool,” and his viral hits, "Can We Autocorrect Humanity," and "Why I think this world should end," will create his own online film examining the “whole vs. half holiday” conundrum and share it with his millions of YouTube and Facebook subscribers.
He will explore the increasing trend of leaving paid holiday time on the table and the sad reality that families today spend more time with technology than with each other*.
“We want to evangelize the importance of disconnecting from everyday life and spending your precious holiday time reconnecting with those you love the most,” says Dima.
*Source: eMarketer, April 2014
HomeAway, Inc. based in Austin, Texas, is the world leader in holiday rentals, with sites representing over one million paid listings of holiday rental homes in 190 countries. Through HomeAway, owners and property managers offer an extensive selection of holiday homes that provide travellers with memorable experiences and benefits, including more room to relax and added privacy, for less than the cost of traditional hotel accommodation. The company also makes it easy for holiday rental owners and property managers to advertise their properties and manage bookings online. The HomeAway portfolio includes the leading holiday rental websites HomeAway.com, VRBO.com and VacationRentals.com in the United States; HomeAway.co.uk and OwnersDirect.co.uk in the United Kingdom; HomeAway.de in Germany; Abritel.fr and Homelidays.com in France; HomeAway.es and Toprural.es in Spain; AlugueTemporada.com.br in Brazil; HomeAway.com.au and Stayz.com.Au in Australia; and Bookabach.co.nz in New Zealand. Asia Pacific short-term rental site, travelmob.com, is also owned by HomeAway.