In today’s digital age, travelers increasingly rely on online reviews to make well-informed decisions about their travel experiences, whether dining, accommodations, or activities. Recognizing the significance of user-generated content, Tripadvisor launched its first campaign since 2022, highlighting the invaluable depth and breadth of first-hand travel advice available on the platform. While Tripadvisor’s subsidiary, Viator, has been making waves with its own national ad campaign, the parent company has taken a more subtle approach through this ad campaign. Let’s explore more about the ad campaign.
Spotlighting User-Generated Travel Advice
The ad campaign, created in collaboration with independent creative agency SuperBloom, is titled ‘We’ve Been There’ – which emphasizes the breadth and depth of user-generated content on the platform. The campaign underscores the platform’s ability to provide relevant, firsthand information to enable travelers to explore with confidence and seize the moment without hesitation. It features an impactful 30-second spot and three 15-second hero spots, emphasizing how Tripadvisor’s extensive user base of over a billion global users empowers travelers to delve into diverse destinations, restaurants, and experiences. This allows travelers to explore regardless of how exotic the location may be.
Catering to Diverse Traveler Needs
Real Reviews, Real Experiences The campaign’s hero spots are inspired by various types of travelers, each with distinct travel preferences and needs. From solo travelers seeking solitude and serenity to parents aiming to surprise and delight their children, and DINK (dual income, no kids) couples embarking on extraordinary experiences, the campaign captures real reviews, real places, and authentic traveler use cases. Produced in Portugal, the campaign encapsulates moments tailored for unforgettable summer travel plans, emphasizing the platform’s role in facilitating informed travel decisions.
Innovative Approach to Reach Next-Gen Travelers
Directed by Alice Gu and part of SuperBloom’s Creative Collective, the campaign embraces an innovative approach to engage cord-cutting audiences, also known as next-gen travelers. With a strategic rollout across prominent digital platforms such as Netflix, Amazon, YouTube, Meta, and Pinterest, as well as organic social channels, the campaign aims to connect with contemporary travelers and inspire them to explore the world with confidence and authenticity.
The Intersection of Creative Expertise and Brand Impact
SuperBloom’s fusion of creative, entertainment, and production expertise secured the campaign, following a competitive pitch, which impressed Tripadvisor with its agility in translating strategy and concept into execution within an unprecedented 10-week timeline. Notably, ‘We’ve Been There’ marks the debut work from SuperBloom’s new Chief Creative Officer and Partner, Heather Pieske, who brings a wealth of experience from her previous role as VP Creative at Vox Media.
Final Thoughts
Tripadvisor’s ‘We’ve Been There’ campaign, in collaboration with SuperBloom, sets a new standard for leveraging user-generated content to enhance travel experiences. Especially, after years of experimenting with various business models – from metasearch to direct bookings and subscription services, Tripadvisor appears to be refocusing on its original strength behind user reviews. As the campaign unfolds across digital channels, it inspires next-gen travelers to explore the world with the expert guidance of Tripadvisor’s community, unlocking a world of possibilities and igniting their creativity in travel planning.
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