SBD/Issue 28/Sponsorships, Advertising & MarketingPrint All
Watch The "Seriously" Clip From
HomeAway's Test Campaign
PIECE OF THE PUZZLE: The 30-second spot will serve as the launching point for HomeAway's national campaign, which is expected to run for most of '10 on broadcast and cable networks, as well as online. Sharples said there will be a "pretty significant Internet element" to the campaign, including banner advertising. HomeAway will begin shooting the Super Bowl ad in late-November and early-December, and while Sharples was unable to disclose any further details, he said the company plans to reveal more about the ad content in mid-November. HomeAway is working with agency of record Publicis in the West to develop and produce the ad and related online efforts. Sharples noted the cost of the Super Bowl ad will be "far less than 10% of what we spend on the total campaign," and the campaign spend is easily the company's largest marketing cost to date for a single campaign. "As a company we spend a lot of money in online search marketing, and those numbers last year far dwarf what we're spending on the Super Bowl," he said. "But in terms of a single campaign, anything that's in broad-reach media, it's by far the biggest thing we've done."
TESTING, TESTING: HomeAway worked with Publicis in the West over the summer to test advertising creative in select markets, including Chicago, Denver and S.F. Sharples said the goal of the summer campaign, titled "Seriously," was to determine how the creative "impacted awareness of the business [and] how it impacted sales" of the company's products. He added the creative execution of the forthcoming national campaign "will end up being a little bit different" than the test campaign. "It's going to be obviously upgraded a little bit for the Super Bowl stage," he said.
Stewart Proves His Love For The Whopper
By Successfully Passing Lie Detector Test
CROSSOVER APPEAL: NASCAR SCENE's Jeff Gluck wrote "one of NASCAR's most important marketing tools" are commercials featuring drivers who "cross over into mainstream sports telecasts." NASCAR is "constantly searching for ways to penetrate the 'stick-and-ball' sports market and attract new fans, occasionally with a little success." But as the league "well understands, a terrific way to spread its message is to have sponsors that use the drivers in advertising campaigns." Most drivers are "featured in commercials that play only during races." But Stewart has "gotten the most non-racing airtime this year through the Old Spice commercials and now the Burger King ads." Stewart's ads are "good for the sport because he's clearly identified as a race-car driver" (SCENEDAILY.com, 10/19).
Maryland Will Wear Special Camo Jerseys
For November 14 Game Against Virginia Tech
Shoe Companies Turning To Blogs, Like
HypeBeast, To Help Market New Offerings
InsideOut Sports & Entertainment is suing The Palisades Country Club in Charlotte over "more than $350,000 in unpaid sponsorship fees" related to the company's Outback Champions Series tennis event at the club, according to Rick Bonnell of the CHARLOTTE OBSERVER. InsideOut in a lawsuit filed in federal court Monday claims that the Palisades "failed to pay any of the $347,288" owed the company for running this year's event. The suit also claims the Palisades "owes $10,250 in unpaid fees" from the '08 tournament. Attorney Doug Hand, who is representing InsideOut, said that the company "wants to continue holding the tournament" at the Palisades. In addition to monetary damages, the lawsuit "asks the court to compel the Palisades to continue hosting the tournament the next two years, and pay $747,537 in contracted sponsorship fees." InsideOut has run an event at the Palisades each September since '06 and is contracted through '11 (CHARLOTTE OBSERVER, 10/21).
HBC's Red Mittens For '10 Games
Have Become Runaway Bestseller
HITTING THE SLOPES: In Boston, Donna Goodison reports New Balance is "jumping into action sports with the launch of a snowboarding line." New Balance has "partnered with California snowboarding brand 686 on the '686 Times New Balance' collection of snowboard boots, sneakers, jackets and T-shirts." New Balance will debut the collection tomorrow night at the Concepts sneaker store in Cambridge's Harvard Square outside Boston (BOSTON HERALD, 10/21).
Blanco Signing Autographs
During Appearance In Chicago
DRIVING IN CIRCLES? In Indianapolis, Curt Cavin reported news of a new title sponsor for the IndyCar Series "should come later this week or early next week." Cavin: "We'll see. If it happens in this round, it will be Izod" (INDYSTAR.com, 10/20).