HomeAway targets Airbnb with global ad campaign

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HomeAway aims for a family-friendly message courtesy of Saatchi & Saatchi London

HomeAway, the online holiday rentals company, is launching a global ad campaign to distinguish itself from rival Airbnb as the site for family holidays.

HomeAway, the online holiday rentals company, is launching a global ad campaign to position itself away from rival Airbnb as the site for family holidays.

In the ad campaign, which will launch on March 16 and was created by Saatchi & Saatchi London, HomeAway will push the idea that renting an entire house through the website allows whole families to enjoy a holiday together.

The digital elements of the campaign, including the main HomeAway website as well as its social channels, will show five different family scenes at HomeAway properties. These have already gone live.

The 360-degree panoramic style of the visual elements of the campaign aims to convey the different parts of holidays. In some cases, photos will switch from daytime to nighttime depending on the position of a viewer’s mouse.

In the two TV ads, HomeAway introduces Emma, a young girl who has gone on holiday without her dog, Biscuit. One ad shows the tale from Emma’s perspective, while the other shows Biscuit’s quest to catch up with the family.

Saatchi & Saatchi London’s Alex Sattlecker and Linda Weitgasser wrote and art directed the ad with the chief creative officer Kate Stanners. The ads were directed by Martin Krejci through Stink.

Mariano Dima, the chief marketing officer at HomeAway, said: "If the walls of HomeAway holiday 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 holiday rental.

"It’s those moments that fuel our passion for growing the category and our increased investment in marketing."

This article first appeared on campaignlive.co.uk.

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