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Super Bowl Ads

HomeAway Super Bowl Ad Review

I just finished with the entire menu of videos HA posted on their site.  The ad that ran in the super bowl is just a taste of the smorgasbord of videos they now have.  I’m only going to speak to the Super Bowl ad.

First of all, I liked the ad.  I think it could have gone further but, it’s not my dime they are spending and I’m sure they spent a few.

Let me start with the end: “Rent a house for half the cost of a hotel.”  Well… maybe.

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While explicitly saying “half the cost” is accurate in some instances, it’s not for everything offered.  I think this could create push-back from new potential renters.  But what I’m wondering is the pushback from the VR owners.  Especially those that are already discounting prices.

I’ve been watching this Super Bowl ad deal at HA evolve since October and don’t recall anyone from HA reaching out (I get their emails) to the VR Owner community  requesting feedback or suggestions.  If they did and I missed it, please let me know.  My suggestion would have been: “Rent a house for a fraction of the cost of a hotel.”  More accurate; more ability to manage expectations; less “hypie”; creates mental theatre where the viewer defines “fraction.”

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I love the idea of the Griswolds.  Frankly, it’s brilliant.  Where the idea loses water with me is that anyone who has watched any of the Vacation series knows they run into problem after problem.  It’s evident in the 30 second spot.  What is not evident, and maybe this is the gist of the ad I don’t know, is how HA can solve the problem.  But they appear to be solving a “financial” problem, and not an accomodation problem.

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I just looked at the 26 responses to the ad on HA.  One guy hates it as he has to wade through the flash video to get to checking, however, he took the time to write such.  One person said they clicked through to HA off of the add.  Many VR owners pimping their own properties.  Most everyone loves the ad.  So that’s 1 out of 26, just shy of a 4% response REMARKABLE!  From a pure mathematical stance that shows this ad is a 100% winner!

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Back to the critique: I would have liked to have them bash the hotel less and show the benefits of vacation rentals more.  Show them entering the Napolean Suite then cut to the grand kids in their spaceous rooms; show the valet kid then show the personal (and secure) garage; show the guy at the counter, then show the kids/grandkids excitedly coming out of the house to greet the grand parents.  AHHHH hell… this could go on and on.  I’m no Madison Ave. ad exec, I’m just postulating.

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Bottom line: I laughed at the ad; found it compelling and am glad that HA spent the cash to spread the word about vacation rentals.  Good job HA!

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Remember to download your free copy of chapter 4 of The Vacationers Guide to Vacation Rentals and then get the full edition to make your next vacation unbelievable.

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You can see what HomeAway has to offer here:
HomeAway is the vacation rental network with over 115,000 listings

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Make some trails!

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In October, HomeAway announced they will be running an ad during the Super Bowl on February 7, 2010.  Marketing analysts estimate the cost to run around $2 to $2.5 million for a 30-second Super Bowl XLIV ad.

For the HomeAway Super Bowl ad, they hired Publicis in the West.

How high are your hopes that the HomeAway Super ad will help us as vacation rental guests?

If you are new to accommodations such as those provided by HomeAway, your best bet is to start here, and download chapter four of The Vacationers Guide To Vacation Rentals for free.  Please feel free to ask any questions you have about vacation rentals as an alternative to hotels.

Here is the six minute video: HomeAway

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