Homeaway makes key marketing appointment

Online holiday rental company HomeAway has appointed former Vodafone and Visa Europe marketer Mariano Dima to the newly created role of chief marketing officer.


Homeaway was founded in 2004. It is in competition with the new breed of holiday home rental sites, such as Housetrip and Airbnb.

Dima will oversee all global marketing, corporate communications and brand initiatives for HomeAway. 
He has 20 years of marketing, product and business development experience brands, including PepsiCo, Inc., Vodafone, Levi Strauss & Co. and Visa Europe Ltd.
At Visa Europe Dima’s developed the London 2012 Olympic-integrated marketing campaign, “Life flows better with Visa,” that featured a series of ads including “Running Man” with Usain Bolt and “Flow Faster.” 

Under Dima, Visa Europe was also recognised by BrandZ as one of the 10 most valuable brands in the world in 2013.
Brian Sharples, chief executive officer of HomeAway, says: “As our industry continues to grow, Dima has the experience and passion to create an emotional connection between our brand and the families and groups who stay in holiday rentals.”

He begins working at HomeAway in September and will split his time between the company’s Austin and London offices.

Its previous US campaigns have featured stars such as Chevy Chase.


Marketers need to flood the senses

David Coveney

Earlier this week I went to see Dawn of the Planet of the Apes film in 3D. Although it was quite a good film, the 3D effects were formulaic – either that, or I have become much more demanding – expecting my senses to be wowed each time I go to the cinema.