Tripadvisor
Multi-market Campaign Delivers 100M+ Powerful OOH Impressions
Objective
Tripadvisor, founded in 2000 and the world's largest travel platform, wanted to re-launch their brand with a new message, and point of view with a relevant place in culture. Their ambition was to drive brand reappraisal as the brand that guides you to the good out in the world, and to get consumers to consider and try Tripadvisor directly and come back often.
Activation
The campaign was highly creative-driven, featuring images that nicely convey the essence of the creative idea - “goodness” lies in people, in advice, in fostering connections, and in improving the world. The Tripmaker (A25-44) audience was comprised of people with a glass-half-full view of the world, hence, placements were selected for their ability to deliver high-impact, contextually relevant impressions on passers-by. The media strategy called for a balance between high-frequency formats (e.g. LinkNYC, NYC Half Band Trains, Prestige Digital Airport Networks, etc.) and large format tactics (e.g. Boston South End Spectacular, New York Penn Digital Gateway, LAX Digital Spectaculars, etc.) — all targeted within desirable high-density A25–44 environments and areas.
Results
Once posted, the campaign was an unquestioned visual sensation, making a major statement with the notion of, ‘There’s Good Out There’, which has a level of optimism inherent with the brand. The desire for consumers to move, get out, and do it safely was key to the messaging, and really resonated with a population of urban onlookers confined to their apartments for months. Through the frequency, street-level, and high-impact OOH media, the campaign delivered 100MM+ powerful impressions, letting consumers know that travel is is one of the best ways to enrich their lives.
