HomeAway faces a category and brand awareness challenge. Most Americans are not aware of what vacation rentals are. In some cases, even travelers who have rented a home, condo, ski chalet or beach house for their vacations in the past do not recognize that they have utilized a "vacation rental".
HomeAway is on a mission to create awareness and understanding of both vacation rentals as a category, and of HomeAway as the leading brand in the industry.
That's where you come in. Your goal is to create video to communicate that vacation rentals are a better option for families on vacation than are hotels, because they offer a better overall experience. To drive home our key message to families, we are asking that the video incorporate a kid's perspective or perhaps be from their viewpoint, etc.
The content can be 30-60 seconds (please make sure to pay careful attention to this section in the creative brief). It should be polished to TV quality and be entertaining to encourage pass-along and sharing.
As always make sure to read the creative brief for all of the important details and mandatory elements that your video must contain.
Before you begin shooting your video, be sure to read the Assignment Guidelines located in the asset tray.
DEADLINE: August 23rd, 2011