FYI

Havas Media wins global AOR for TripAdvisor

Travel platform TripAdvisor has appointed Havas Media as its global media buying AOR. Havas Media’s mandate includes strengthening the significance of TripAdvisor with its current base and to appeal to new audiences of mobile and millennial travellers. 

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.  

The announcement:  

TripAdvisor, the world’s largest travel platform, announced today the appointment of Havas Media as its global media buying agency of record.  The new integrated marketing partnership will capitalize on Havas’ position within Vivendi, the parent company of Universal Music Group, among others.  

By leveraging its relationship with Vivendi – a media, content and entertainment leader – Havas will help strengthen the importance of the TripAdvisor brand with its current base of hundreds of millions of travelers globally.  Furthermore, the firm will help TripAdvisor better engage new audiences of increasingly mobile and millennial travelers though innovative and integrated sponsorship experiences, content offerings and membership opportunities. 

“As a brand 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,” said Lindsay Nelson, president of core experience for TripAdvisor.  “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.”

“We’re thrilled to have been named TripAdvisor’s media agency-of-record at such an exciting time for the organization,” said Peter Mears, Global CEO Havas Media Group, “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.”

Work will be led from Havas Media in the United States, managing campaigns across North America and other international markets.

The appointment of Havas Media is happening concurrently with an ongoing creative agency review as TripAdvisor looks to better communicate how its platform is a differentiated experience for travelers and diners seeking relevant advice from others like them.

Source: Havas Group press release

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