Wednesday, February 10, 2010

Hotel Hell Vacation

HomeAway is an OTA that claims to have the world’s largest collection of vacation rental homes with nearly 430,000 listings across 120 countries.

HomeAway are on a mission to convince the public to forget about those pesky hotels and motels and rent private homes instead. They are putting their money where their mouth is and are spending millions to spread the word by trashing conventional commercial accommodation!

For maximum exposure, the 2010 Super Bowl was used as the launching pad for HomeAway's latest multi-media advertising campaign, “Hotel Hell Vacation”.

Chevy Chase, Beverly D’Angelo and the Family Truckster make a return from the 1980s Griswold's Family Vacation movies in a new 14-minute mini-movie to promote HomeAway. The movie (below) shows us just how bad a hotel experience can be and compares this to a beautiful seaside private residence at the end of the Griswold's latest road trip. This was aired on television in America between Superbowl game time.

Supporting media is online at HomeAway and a micro site has been set up HERE, with video content, an on-line game and a contest offering $40,000 in prizes. In order to promote engagement and extended interest, the public are invited to share an experience of their own “Hotel Hell Vacation.” Participants may enter any of four themed contest categories, including “Outrageous Hotel Bills,” “Cramped Hotel Quarters,” “Wish I Had a Kitchen,” and “Other Hotel Woes.”

Watch out for targeted online advertising appearing on general interest and travel-focused web sites. Social media includes Facebook and Twitter. 

HomeAway also plan to take its exact replica of the Griswold's Family Truckster on the road to visit popular vacation destinations in America to further spread the word about the "benefits and value of vacation rentals." 

Behind the hilarity and ingenuity of this this campaign is a major player in the private rental holiday home sector seriously challenging the motel and hotel sectors.  

We are aware that there is an increasing trend for holiday makers to book private homes. In New Zealand, we are wary that websites such as the AA's Bookabach and TradeMe's Holidayhouses are generating increased traffic on the web.

We are interested to follow this trend and wonder where this is taking us? 

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