HomeAway Griswolds Super Bowl ad
The Griswolds are back.
It seems that HomeAway (owners of holiday rental portals holiday-rentls.co.uk and ownersdirect.co.uk) are investing some of the $459 million dollars they raised, in marketing the HomeAway brand, rather than just acquisitions.
They aired a commercial during the Super Bowl on Sunday featuring Chevy Chase and Beverly D’Angelo in a return to their classic roles as the Griswolds from the National Lampoon comedies.
The message from the ads was to promote the value in renting a holiday rental over a hotel – “why settle for hotel room when you can rent a whole house for half the cost”
According to HomeAway, only 10% of people who go on holiday choose holiday rentals, so there is massive potential.
With prices for a 30-second spot on CBS during the Super Bowl close to $3 million (£1.92 million) was it worth it?
The Super Bowl was America’s most watched televised event ever. A record 106.5 million people watched the game last weekend, according to Nielsen media.
HomeAway.com said visits to its website were up by more than 500 percent on the day following commercial and it generated 1 million incremental page views on HomeAway.com immediately following the airing of the 30-second ad.
They seem to be capitalising on the traffic wisely, linking to the Griswolds campaign from the HomeAway homepage, although there isn’t anything on the holiday-rentals.co.uk homepage.
Hopefully the awareness this campaign creates on the benefits of holiday rentals brings more bookings from US holidaymakers to Europe.
Would you let your holiday home to the Griswolds?
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