Vacation rental firm HomeAway attacks AirBnb’s sharing economy
HomeAway is looking to hit home just how uncomfortable home-sharing can be by pointing out many of the odd habits that can be exhibited by guests.
Tasked with showcasing the worst of accommodation sharing economies, like that exhibited by AirBnB, the ad reminds consumer that HomeAway rents entire properties for good reason.
Sharing holiday nightmares such as finding stranger’s hairs, being watched in your sleep and dealing with crazy people, the campaign will run on TV, online and across social media in the US, France, UK and Germany.
Saatchi & Saatchi London tapped Parks and Recreation comic Nick Offerman to hit home just how miserable a shared holiday can be.
Brian Sharples, HomeAway chief executive, told the Wall Street Journal: “We are trying to educate people about the difference between what we do.
“There is an ugly side to the sharing-economy and something for people to think about… that is something we want to distance ourselves from. That is really not the business we are in.”
Falling short of naming AirBnb in the campaign, the brand’s tagline is ‘It’s Your Vacation, Why Share It?’
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Saatchi & Saatchi
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