TripAdvisor has launched a multimedia traffic-building brand campaign using a free offer of downloadable guidebooks in pdf file format for 25 of the summer’s hottest destinations, as determined by tripadvisor.com.

Published: 27 Jun 2006

TripAdvisor has launched a multimedia traffic-building brand campaign using a free offer of downloadable guidebooks in pdf file format for 25 of the summer’s hottest destinations, as determined by tripadvisor.com.

The company says the national campaign will use the guides to drive even more traffic, adding to TripAdvisor’s 20 million unique visitors.

Capsulising the best places to eat, sleep and play in cities in the US and around the world, the campaign and the fresh guides (http://www.tripadvisor.com/triptips) are expected to drive new users to the site by showcasing TripAdvisor’s breadth covering every facet of travel planning, stated the company.

This ad campaign will accelerate our already rapid user and page growth, so that travelers have even richer content to satisfy them, says Christine Petersen, senior vice president of marketing for TripAdvisor.

“And attracting even more consumers ready to spend, provides a richer audience for our advertisers. TripAdvisor travelers are high energy and high-income and just the type of audience today’s advertisers want to attract,” added Petersen.

TripAdvisor features more than five million reviews and opinions, more than doubling content from two million reviews just a year ago.

TripAdvisor acknowledged that it reached the milestone in part through the recent deployment of TripAdvisor Inside, a collaborative travel guidebooks for 24,000 featured destinations. Inside and another new TripAdvisor feature, goLists, add to the site’s Web 2.0 user-generated content core, accelerating its already rapid content growth curve with thousands of unique new pages added since launch in May 2006.

In the past year, TripAdvisor’s user base jumped to 20 million and earned its position as the largest travel community in the world with more than 3.5 million registered members.

TripAdvisor’s Summer Guides will be promoted to hundreds of millions of potential travelers through a multi-million dollar creative campaign produced with Boston-based Connelly Partners.

The campaign features radio spots and newspaper ads in top US markets, national newspaper and online ads and through innovative display ads in tourist-heavy locations like San Francisco trolley cars. TripAdvisor is also placing branded computer kiosks in major airports, so that travelers can see what millions of fellow travelers recommend doing and/or avoiding when they land at their destinations this summer.