World's largest travel platform, TripAdvisor has declared Havas Media as its global media buying AOR( Agency of Record). The new combined marketing collaboration will capitalize on Havas’ position within Vivendi, the parent company of Universal Music Group, among others. Havas Media’s mandate involves increasing the importance of TripAdvisor with its current base and to engage with new audiences of mobile and millennial explorers. Work will be led out of the agency’s United States office, managing campaigns across international markets. TripAdvisor is also looking for a creative agency partner.
Earlier this year, Havas Media bagged British Council's media duties, media planning and buying an account for bed and mattress retailer Dreams. Havas Media was re-appointed by Changi Airport Group (CAG) as its media agency of record. The agency launched Mx, a new global operating system. It also has partnered with tech provider AdsDax to implement blockchain advertising. It was appointed as the new media agency for M1
Lindsay Nelson, president of core experience for TripAdvisor stated “As a marque that has consistently served the needs of our global community for 20 years, we know the TripAdvisor of the future will be a personalized 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 travelers looking for that unique and amazing travel or dining experience that they won’t discover anywhere else.”
On the partnership, Peter Mears, Global CEO Havas Media Group commented “We’re tickled pink to have been named TripAdvisor’s media agency-of-record at such an exciting time for the organization,” said, “The opportunity to demonstrate not only the skills within Havas Media to build more meaningful brands, but to do that in order with the power of Vivendi with music, gaming, publishing and live experiences is testament to the uniqueness of our position in the market.”
TripAdvisor has launched a New Custom Wi-Fi Service, this year to Support Restaurants Add Value to Their Customers, Market Their Business and Receive More Reviews. In a campaign against Google, the agency also Plotted Loyalty Program. Recently, TripAdvisor has been slammed for fake hotel reviews
Out of 100 hotels around the world, 15 were displayed TripAdvisor reviews “signs of being fake. On which James Kay, a UK director of TripAdvisor, said the site went after fake reviews very aggressively.