Tripadvisor unveils branded show on Prime Video

A travel guidance platform, Tripadvisor, has launched of The Wanderer, a limited series, available through Prime Video in multiple markets. Created by Wanderlab, Tripadvisor’s newly launched in-house creative and content studio, The Wanderer, follows hand-picked experience seekers from around the globe as they explore leading international destinations, creating a series of innovative, long-form travel guides.

The series offers commercial sponsorship opportunities for destination management organisations (DMOs) and other advertising partners across multiple platforms. The first episode was born out of a wider media partnership with the Turkiye Tourism Promotion and Development Agency, an organisation dedicated to delivering Turkiye as a brand and a popular destination in both domestic and international tourism markets.

Each episode of The Wanderer will be promoted on Amazon’s Prime Video through a range of paid media placements and on Tripadvisor through paid and organic media. Viewers can find further inspiration through bespoke Tripadvisor destination guides, created to accompany each episode.

The Wanderer featured itineraries are informed by Tripadvisor’s traveller intent data, inspired by insights from real explorers. Episodes are also created in partnership with local DMOs, unlocking opportunities for destinations to inspire and engage with Prime Video viewers. 

“We launched The Wanderer to give destinations a bold and compelling new way to reach prospective visitors outside the Tripadvisor platform as we explore the power of travel programming on platforms like Prime Video,” said Christine Maguire, vice president and general manager, Media at Tripadvisor. “No one knows the world's experience seekers like we do and, we’re excited about using Tripadvisor’s traveler guidance to help creators produce unique travel guides that showcase the best of these destinations," said Maguire. 

The first episode of The Wanderer can be viewed on Prime Video. Additional episodes are in production and will be released in the coming weeks.

In September, Tripadvisor launched its new in-house creative and content studio, Wanderlab. Wanderlab operates as an independent studio, but benefits from Tripadvisor’s first party data, company resources and talent. Creative will encompass a wide-range of media, including sponsored brand and editorial content on the Tripadvisor platform, influencer and social-first activations, interactive video and voice experiences and much more. 

The launch of Wanderlab was first set in motion pre-pandemic to offer both travel and non-travel brands more than boxes and banner advertising options on Tripadvisor. By tapping into first party data, creative and marketing solutions, Wanderlab builds on the bedrock of Tripadvisor’s existing media offering of providing a way for brands to reach an audience of high intent, high spend travel shoppers, both on and off its platform.

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