Travel review and booking site TripAdvisor has consolidated its global media account with Havas Media Group. The new integrated marketing partnership aims to capitalise on Havas’ position within Vivendi, the parent company of Universal Music Group, among others. The work will be led from Havas Media in the United States, managing campaigns across North America and other international markets.
By leveraging its relationship with Vivendi, Havas will be tasked to strengthen the TripAdvisor brand with its current base of hundreds of millions of travellers globally. The agency will also aid TripAdvisor in better engaging new audiences of increasingly mobile and Millennial travellers though innovative and integrated sponsorship experiences, content offerings and membership opportunities.
Lindsay Nelson, president of core experience for TripAdvisor, said as a brand that has consistently served the needs of the global community for 20 years, the future of TripAdvisor will be a personalised and digitally-minded platform that is relevant to a new generation of travelers.
“Our partnership with Havas will help TripAdvisor deepen our relationship with our existing members, but also tell our brand story to a younger generation of travellers looking for that unique and amazing travel or dining experience that they won’t discover anywhere else,” she added.
“The opportunity to demonstrate not only the skills within Havas Media to build more meaningful brands, but to do that in combination with the power of Vivendi with music, gaming, publishing and live experiences is testament to the uniqueness of our position in the market,” Peter Mears, global CEO Havas Media Group said.
The appointment of Havas Media comes concurrently with an ongoing creative agency review as TripAdvisor looks to better communicate how its platform is a differentiated experience for travellers and diners seeking relevant advice from others similar to the travel and booking site.