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HomeAway.com
The Return of the Griswolds

RAN IN: United States

CLIENT
HomeAway.com

Matt Cohen, Director, global marketing

AGENCY
Publicis Seattle *Lead Agency

Bob Moore, Chief Creative Officer
Jeff Siegel, Assoc Creative Dirextor/Copywriter
Scott Rasmussen, Assoc Creative Director/Art Director
Adam Oliver, Executive Producer
Matt Weiner, Copywriter
Kris Layher, Interactive Art Director
Kalin Ringkvist, Interactive Developer
Rod Shelton, Interactive Producer
Nick Schuitemaker, Account Supervisor


SUMMARY

As a new brand in category that is relatively unknown to Americans, competing against hotels that outspend HomeAway 30:1, HomeAway needed a fresh idea to establish the notion of an alternative to hotels and put it on the proverbial map....quickly. So tapping into the equality of The Griswolds and their inherent connection to horrible vacation experiences was a natural fit for a brand trying to quickly establish itself in the crowded vacation space. And using social media, PR, the Super Bowl and especially, a short film to generate traffic was that fresh approach the brand needed.

CASE STUDY

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CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV, Interactive, PR

Audience: Connect with a new audience,Launch or relaunch a brand/product,Build or change corporate image,Speak to brand influencers, Speak to a specific cultural or ethnic group

Type: Business to Consumer

Classification: National

Language: English