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TripAdvisor lets tourism boards serve relevant destination-specific sponsored content

TripAdvisor targets traveller engagement with destination-specific sponsored content

TripAdvisor has embarked on a journey of its own after launching a sponsored content opportunity designed to boost traveller engagement by enabling tourism organisations to sponsor new-look destination search pages on the holiday portal.

The new sponsorship package aims to provide selected media buyers to connect with travellers directly before they board their flights by presenting their suggestions on where to stay, eat and visit communicated via a cover photo, image galleries, dynamic ads and a ‘discovery carousel’ of trips, articles and videos.

Christine Maguire, vice president, advertising revenue for TripAdvisor, commented: "Our research continues to indicate that travel planning is a joyous and exciting time for most TripAdvisor users. Our platform allows our tourism partners to do two key things: reach more travellers and share differentiated experiences.

“By using rich media, inclusive of vibrant imagery, video and curated travel experiences, our partners can influence and reach more travellers during the exact moment when they are most open to discovering new places to visit.”

TripAdvisor greenlit the sponsorship drive after a study of over 300 destination marketing partners harnessing the new sponsored content offer found an aggregate 25% increase in content engagement.