As a new brand in a 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.

As a new brand being outspent 30:1, HomeAway needed a big idea that truly transcends culture. What better way to do that than by creating an immersive, integrated campaign featuring Chevy Chase and Beverly D’Angelo as The Griswolds, America’s most famous and beloved traveling family from the National Lampoon’s Vacation film series? We created a short film, launched a social media frenzy that garnered over 100,000 followers in a month, generated millions in earned PR exposure, developed a digital advertising program, a UGC contest, and created a Super Bowl spot that drove traffic to the newly developed experiential microsite.

- over 100,000 Facebook fans in less than a month (Facebook)- over 1MM views of the online teaser before the film’s release (YouTube, Facebook)- over $5MM in earned PR media (General Sentiment)- 4.4MM page views on HomeAway.com within 24 hours - 3000% increase (HomeAway)- 500% increase in property inquiries within three weeks of launch – HomeAway’s KPI (HomeAway)- Moved from least talked about brand to the second most talked about brand amongst Super Bowl advertisers within 24 hours (LBi Atlanta)- Generated the second greatest website traffic amongst Super Bowl advertisers, 85% of which were new customers (Akamai, Omniture)