HomeAway unveils family marketing campaign

In partnership with Saatchi & Saatchi and Landor, HomeAway has introduced a new integrated marketing campaign targeted for families seeking to book vacation rentals, and stealing more customers away from traditional hotels.

The campaign features scenes from various HomeAway properties showing a variety of families in vacation rental properties. The creative launches globally starting March 16 and will target consumers with a variety of media, including digital, social media and television.

“A vacation rental is at the heart of a whole vacation experience – it provides space and privacy to truly bond and create lasting memories,” said Mariano Dima, chief marketing officer at HomeAway. “If the walls of HomeAway vacation rentals could talk, they’d tell 10 years worth of tales of dinners, dance parties, laughter-filled conversations and other experiences that can only be fully appreciated if you’re staying in a vacation rental.”

“The changing dynamics of families is a driving force behind HomeAway’s campaign and platform,” added Katrien De Bauw, chief operating officer of Saatchi & Saatchi, London. “Millennials’ buying power is growing, kids are more informed and opinionated on travel than ever, and the word ‘family’ has expanded to include groups of friends. The goal is to connect with these influencers and bring them together.”