• by Tanya Gazdik , January 12, 2012

Online vacation rental company HomeAway is launching a national ad campaign with the theme “Let’s Stay Together.”

The TV spot features the Al Green 1972 classic hit by the same name. It debuts in select markets during the Jan. 15 NBC television airing of the 69th Annual Golden Globe Awards. Developed by Austin agency GSD&M, the campaign includes TV, online, print and social media.

Creative represents an “evolution” of HomeAway’s brand-building marketing focus, says Brian Sharples, co-founder and chief executive officer of HomeAway. HomeAway’s initial ads, which aired during the last two Super Bowls, were designed to build consumer awareness of the company, while the succeeding campaign focused on establishing HomeAway’s positioning as an alternative to traditional lodging options for travelers.  

The effort goes beyond focusing solely on the shortcomings of hotels, and celebrates the benefits of vacation home rentals, including more space, value and amenities, and promotes renting a home on vacation as the ideal way for families and groups to come together.

“This campaign speaks to our key purpose, which is to bring people together to create unforgettable experiences while on vacation,” Sharples said in a release. “We want to send a message to families and groups that where you stay is as important as where you go. We believe this campaign will serve as a long-term platform for building the HomeAway brand and positioning vacation rental travel against other alternatives such as hotels.”

The campaign follows research by HomeAway revealing spending quality time together is the primary reason why families and groups go on vacation.

The ads air in key U.S. markets and nationally on cable, including networks such as: the Travel Channel, Food Network and Home and Garden Television. The spot will also air in select markets during the 84th Annual Academy Awards on Feb. 26, and 15-second vignettes will air during red carpet pre-show coverage to promote HomeAway’s “Let’s Get Together” Academy Awards watch party contest.

Other elements of the campaign include a contest linked to the “Survivor” finale. In select CBS markets, the spot will air to promote an integrated HomeAway-Survivor trip giveaway for a group of four to win a VIP weekend in New York City and watch the live taping of the CBS "Survivor" finale. Another sweepstakes linked to the Travel Channel is also planned.

Online ads will appear on general interest and travel-focused Web sites. The campaign will also be promoted on the company’s Facebook, Twitter and YouTube accounts.