TripAdvisor aims to change vacation planning in latest campaign via Johannes Leonardo New York

TripAdvisor-London.jpgTripAdvisor is used by millions of travel planners, just not intentionally.

It was agency Johannes Leonardo, New York's goal to make TripAdvisor an imperative destination within vacation planning in its latest campaign running in Australia, USA and France.

VIEW THE NEW YORK SPOT
VIEW THE LONDON SPOT
VIEW THE PARIS SPOT
TripAdvisor-NY.jpgInstead of declaring battle in the price wars between travel sites, the agency wanted to change the overall behavior of travel planning. The first step everyone takes in their travel planning is an online search. So they wanted to hack that behavior by telling people to change how they begin their vacation planning:

Don't just visit (insert city). Visit TripAdvisor (insert city)


The message tells people that by simply adding 'TripAdvisor' to their search queries, they're taking a huge step toward getting themselves a better vacation. Via millions of reviews, user submitted photos and one-stop metasearch price comparing, a visit to TripAdvisor literally makes any destination better.

The campaign creation has a strong Aussie connection, with agency creative principal Leo Premutico, ECDs Tom Martin and Julian Schreiber and The Glue Society's commercials director Gary Freeman all Aussie expats.

5 Comments

a said:

Boring ! I Didn't even need to see the second.....identical, only different words.

Middle said:

Smart, but i have to say, a little annoying.

Man of Steel said:

Solid

Old CD Guy said:

On a first viewing, this was a very sharp idea well-executed. Now,some months later, after a thousand viewings, a little annoying. Has legs, needs freshening. Why PR this now as if it's new?

zzzzzz said:

zzzzzzzz

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