HomeAway's new ad attacks the sharing economy

Two months after Expedia acquired HomeAway in a $3.9bn deal, HomeAway has released a new ad campaign to differentiate itself from the sharing economy, particularly Airbnb. The minute-long advert, cost "tens of millions of dollars" and is HomeAway's biggest marketing push; it is expected to roll into the summer, targeting the vacation rental market during the UEFA Euro 2016 football tournament in France.   

New year, new advertising campaign - nothing unusual in that, except this year the vacation rental giant HomeAway has a new owner as well.

Two months after Expedia Incsplashed out $3.9 billion to get its hands on HomeAway, it is clear where the battle lines are being drawn in the fight for travellers looking for alternative types of accommodation.

Although not mentioned by name, HomeAway has the sharing economy in its sights as the evil nemesis in the marketplace, with Airbnb the chief protagonist.

The new campaign, dubbed "The Whole House. The Whole Family. A Whole Vacation", features a one-minute video ad to be aired on television, social media and digital channels which "humorously" highlights what HomeAway claims are the differences between its product and those belonging to the sharing economy.

Launching in the US today (18 January), HomeAway's ad was created with Saatchi & Saatchi in London and is said to be the company's biggest marketing push so far, costing "tens of millions of dollars", according to chief marketing officer, Mariano Dima.

The campaign will be extended in the summer of this year to push the vacation rental concept during the UEFA Euro 2016 football tournament in France.

Here is the ad: