"We intend to have a lot of fun with the ad campaign, highlighting the travel mishaps
that follow the Griswold family," says CEO Brian Sharples. "This theme will let us promote the benefits of vacation rentals as an alternative to hotels."
The 30-second spot will air during the Feb. 7 Super Bowl. Sharples says that while the vacation rental market is potentially huge, only 10% of travelers considered it last year. He's betting that awareness -- which in the case of HomeAway has mostly been via word of mouth -- will be boosted by the television campaign.