Joint campaign from Saatchi & Saatchi London and Paris gives travellers a unique opportunity
Holiday rental service HomeAway, together with Saatchi & Saatchi London and Saatchi & Saatchi Paris launch the latest instalment of the “It’s Your Vacation, Why Share It?” campaign today to celebrate being a UEFA EURO 2016™ national sponsor in France and official fans accommodation provider.
HomeAway are making the Eiffel Tower home to the public, giving a chance to travellers from all around the globe to make history as the first to ever sleep over in the world’s most iconic landmark, in a specially designed HomeAway apartment.
Running as a global online competition from today until May 31st in the U.S. and until June 5th in Europe, anyone is eligible to apply for this once-in-a-lifetime opportunity at www.homeaway.com/Eiffel-Tower
by answering the question: “What would you and your family do if the Eiffel Tower was all yours for a night?”
Four lucky winners along with up to five additional guests each, will sleep in Paris’ top real estate location and wake up to breathtaking views of the city’s most recognisable attractions like the Arc de Triomphe, the Grand Palais, Sacre Coeur on Montmartre and the Seine River.
“For over a decade, HomeAway has brought loved ones together to create unforgettable experiences in ‘Whole Home’ vacation rentals in more than 190 countries,” said Brian Sharples, co-founder and CEO of HomeAway. “Now we present this Eiffel Tower overnight adventure,, guaranteed to provide the most epic vacation memories of a lifetime.”
The overnight stays in HomeAway’s Eiffel Tower Apartment will take place June 23rd, June 28th, July 4th, and July 8th, and the holiday package also includes three additional nights in a luxurious Paris HomeAway vacation rental, round-trip transportation and a chef-prepared gourmet dinner in the apartment. Winners will be announced on June 10th, the day of the football tournament kick off in Paris.
By building on the “It’s Your Vacation, Why Share It?” marketing campaign, which launched in January this year highlighting the plight of sharing holidays with strangers, this instalment underscores HomeAway’s commitment to promote France as a premier travel destination. The original campaign 30 and 10 second spots will be re-shown on TV throughout the UEFA EURO 2016.
French interior designer Benoit Leleu will partner with HomeAway to create a temporary, family-friendly, first-of-its-kind living quarters installed in the Eiffel Tower, complete with bedrooms and a lounging area with stunning views. The global community and HomeAway fans are invited to help shape the space’s final design elements through a #EiffelTowerAllYours crowdsourcing campaign on HomeAway’s social media channels, including Facebook and Instagram.
In addition to the sleepovers, football parties will be hosted in the space as well as other events for thousands of Parisians, tourists, and football fans to enjoy from June 10-July 10.
The activation will be promoted through OOH, and in-stadium in France. It will skew towards digital with paid online media, influencer engagement and a strategic partnership with Facebook.