TRIPADVISOR

This campaign aimed to reach the client’s target demographic of hoteliers and restauranteurs. Upon conducting marketing research, we found that most hoteliers and restauranteurs were searching for solutions that offered heightened visibility to entice more travelers and increase bookings.

By showcasing Tripadvisor’s premium services that would enhance their business’s visibility and convert more travelers, we spoke directly to a pain point for many hospitality business owners.

Research supported this plan, with surveys showing that the top priority for many hotels and restaurants globally is visibility.

Process

Pitch

Upon reviewing the services offered by Tripadvisor, we decided to focus on three key offerings, each of which would be illustrated in the same style, to address the needs of our target demographic.

We wanted to ensure that our TD would see these offerings as individual solutions but also understand them in the context of each other. To achieve this, we proposed three videos with similar styles and palates and the same VO talent.

Each video would showcase a specific solution, namely: Sponsored Placements, Reputation Pro, and Business Advantage.

To highlight the simplicity of each offering, we opted to go with animation over footage. This enabled us to show the features of the different services in their simplest and most pared-down forms, highlighting ease of use to workers in a notoriously overworked industry.

We also recommended that the services, shown on phones and desktops, slide out of the screen and into the “real lives” of our characters to play up the idea of quick and tangible results.

We were especially focused on DEI in this campaign and created unique characters reflecting different ethnicities and nationalities. We felt that, in doing so, we emphasized that Tripadvisor’s business solutions are global solutions with global applications.

Results

This ad was featured across YouTube and socials, including Instagram. As of March 2024, views for the campaign averaged 7.8K per video.

Watch here, here, and here.