HomeAway Campaign
Case Study:

As a new brand in 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. So tapping into the equity of The Griswolds and their inherent connection to horrible vacation experiences was a natural fit for a brand trying to quickly establish itself in the crowded vacation space. And using social media, PR, the Super Bowl and especially, a short film to generate traffic was that fresh approach the brand needed.


Super Bowl Spot:

Short Film:

Hotel Hell Microsite:

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Griswald Getaway Game:

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Knock Knock Banner

Mini Bar Banner

Door to Nowhere Banner


My Role: Concept and Art Direction