HomeAway Boosts Marketing Budget as Home Rental Category Heats Up
Posted in: Uncategorized
HomeAway, the vacation-rental company, is doubling down on marketing as it looks to build its brand and distinguish itself from rivals, namely Airbnb.
Since going public in 2011, HomeAway, which advertised in both the 2010 and 2011 Super Bowls, backed away from brand marketing efforts. It focused instead on integrating the myriad technology platforms it had inherited through a series of acquisitions, said co-founder and CEO Brian Sharples. HomeAway went five years without a CMO.
With that accomplished, HomeAway is unveiling a new campaign, “Whole Vacation,” launching today, which is meant to be the beginning of a multi-year consumer marketing push. And Mr. Sharples says the company is ready to invest. It will boost its $60 million budget by 50%, he said, adding that 70% to 80% of that will be spent on digital media. TV ads are slated to run in the U.S., Germany, France and the U.K.
Post a Comment