HomeAway: The Eiffel Tower, All Yours!

Vacation rental marketplace HomeAway increased brand consideration in France, the UK and Germany by creating and listing on its website an apartment inside the Tour Eiffel.

Campaign details

Brand: HomeAwayAgency: Blue 449Countries: France, Germany, UK

Executive summary

HomeAway is an established and successful hosting enterprise. For some consumers, however, it lives in the shadow of Airbnb, the poster child for the sharing economy. Guests and hosts were being lured away by the easy-come-easy-go nature of the Airbnb 'hosting'. France in particular was suffering, with brand consideration at a lowly 11% while Airbnb's was 22%. The sharing economy was all the rage even when planning vacations, it seemed.

How could we use that to make HomeAway more famous than Airbnb and change...

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