Tripadvisor revisits content with Wanderlab, a new internal creative and content studio.
The launch of Wanderlab is the realization of an idea initiated before the pandemic to provide travel and non-travel brands with more than just boxes and advertising banners on Tripadvisor.
Drawing on proprietary data, inspiring creativity, and focusing on cutting-edge marketing solutions, Wanderlab builds on Tripadvisor’s existing multimedia offerings, providing bold and compelling ways for brands to reach a highly engaged and high-spending travel audience both inside and outside its platform.
“The wealth of traveler information on TripAdvisor is at the heart of Wanderlab“, said Christine Maguire , Vice President and General Manager, Media at Tripadvisor. “No one knows experience seekers in the world like us. We see an opportunity to create a more efficient media marketplace where we connect the right advertisers with the right consumers through stimulating and relevant creativity, fueled by global insights“.
Wanderlab will operate as an independent studio but will benefit from Tripadvisor’s abundant proprietary data, company resources, and talent. Creative will encompass a wide range of media, including sponsored brands and editorial content on the Tripadvisor platform, influencer and social-first activations, interactive videos, voice experiences, and much more.
Based in SoHo, New York, Wanderlab will leverage the expertise of a global team of strategists, creatives, designers, and content specialists. The studio will operate under the guidance of Christine Maguire , Vice President and General Manager of Tripadvisor Media.
Summary
Inaugural Client of the San Diego Tourism Authority
The studio’s official launch is marked by the announcement of a partnership commitment $1.5 million with the San Diego Tourism Authority, focused on highlighting the city’s optimism and positivity through a series of customized online content and real-world activations, including interactive street murals scheduled to be produced in markets around the United States.
“We look forward to working with a leading partner, Tripadvisor, on an innovative, one-of-a-kind program that uses data and insights to present unique and unexpected creativity to the right consumer, in the right markets, at the right time“, said Kerri Kapich , Chief Operating Officer at the San Diego Tourism Authority.
“Our launch partnership with the San Diego Tourism Authority is a wonderful example of how combining world-class creative insights with real-world influence can elevate a campaign to something truly inspiring and effective“, added Maguire. “Brands are increasingly looking for new ways to tell their stories. We believe our innovation-focused approach, combined with the power of the Tripadvisor platform, is highly attractive to advertisers across the industry“.
The Director
The official launch of Wanderlab also unveils the studio’s first creative outing titled “Lost & Found”, a short documentary exploring travel through the eyes of Generation Z. Produced by Emmy Award-winning director, Andrew Stephan , the documentary follows a group of young travelers, exploring what makes travel meaningful for their generation and how they hope to explore the world in the future.
Pubblicato in Digital Travel
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