HomeAway Taps Publicis, Digitas

LOS ANGELES Publicis in the West and Digitas have added online vacation rental company HomeAway to their rosters, according to the agencies.
The Seattle agency will handle global brand strategy and creative, and Digitas in New York will lead online creative and media. The assignments follow a review conducted by the company involving undisclosed contenders.
Mike Butler, client chief commercial officer, said in a statement, “Digitas and Publicis in the West create a best-of-breed global agency for HomeAway. We are excited to expand our marketing capabilities worldwide and look forward to making HomeAway a household name in travel and the most trusted brand in the industry for vacation rental homeowners and property managers.”
Austin, Texas-based Homeaway Inc. spent $125,000 on media in 2007, per Nielsen Monitor-Plus, and $25,000 through August 2008. Spending will likely increase to $500,000-plus moving forward.
Publicis in the West CEO Randy Browning said in a statement, “This is an opportunity to partner with a global brand that has unbelievable potential and a team who possess an insatiable hunger and ability to redefine their category. We’re ecstatic to be partnering with a world-class operation that shares our vision and values.”
Laura Lang, CEO of Digitas, said in a statement that the agency is “thrilled to partner with Publicis in the West to further grow and strengthen the HomeAway brand in the marketplace.”
HomeAway connects homeowners and property managers with travelers looking for alternatives to hotels. First work from the shops is expected in early 2009.