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HomeAway Debuting National Campaign Effort With Super Bowl Ad
Published October 21, 2009
|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.