In February this year, this TripAdvisor was on the hunt for a new agency, less than a year after it had teamed up with The Fantastical, a start-up agency founded by ex Mullen group creative directors, Michael Ancevic and Steve Mietelski. It had just pulled its first global TV campaign off air after a short four month run.
TripAdvisor, chief financial officer, Julie Bradley, explained why, “One of the big things that came out was that our creative needed to be retooled. So that is a big focus of what we’re working on right now. And we do have plans to be back on the air in advance of … peak booking season, which tends to be the summer months.
The company, she added, was looking to balance messaging about TripAdvisor’s “the year of test and learn,” “unique brand, a big brand,” with “action immediately after seeing the TV spot. So, it’s a delicate balance and that’s what we are working on with our creative.”
New York agency, Johannes Leonardo, whose client list includes Mondelez, Google, Diet Coke, and Chanel, was given the honours. The new campaign is running in USA, France and Australia. It’s simple, direct, single-minded…and very, very compelling.
The campaign takes its audience along a new thought rather than through the mire of price comparisons. It reminds people about planning for a better holiday, rather than a cheaper one.
Oh, and, it’s very Aussie. Agency creative principal, Leo Premutico, executive creative directors – Tom Martin and Julian Schreiber – and the spots’ director, Gary Freeman, all grew up calling Australia home.
There are three 60 second spots in the Don’t Just Visit campaign – one about a holiday in London…
One of New York…
…And 4 x 15 second quickies: Hawaii, Rome, Swimming Pool and New York
