The Austin, Texas-based company will break a 30-second national TV spot during the third quarter of the Fox broadcast of Super Bowl XLV on Feb. 6.
This year's spot generated a 500% increase in consumer visits to the company's site and 1 million incremental page views in a 24-hour period right after the game, according to Brian Sharples, founder and chief executive officer of HomeAway.
"For next year, we have another ambitious campaign that will highlight the benefits of vacation rentals over hotels," Sharples says. "We've set a high bar to make an even bigger splash with next year's campaign."
Austin, Texas-based ad agency Vendor, Inc. developed and produced the ads and related online marketing assets designed to communicate the message, "Why Hotel when you can HomeAway?"
The purpose of the campaign is to drive more travelers to consider renting from the owners and property managers of the more than 540,000 vacation rentals listed on the company's sites, which include HomeAway.com, VRBO.com and VacationRentals.com in the U.S.
The 2010 Super Bowl spot, "Hotel Hell Vacation," reunited Chevy Chase and Beverly D'Angelo in their roles as Clark and Ellen Griswold from the 1980s comedy "National Lampoon's Vacation." The company would not disclose whether Chase and D'Angelo would be returning in the 2011 spot.