Travel platform TripAdvisor has appointed Havas Media as its global media buying agency of record.
The partnership will utilize Havas’ position within Vivendi, to access talent at the likes of Universal Music Group, a model similarly embraced by Puma. This relationship will help it "better engage new audiences of increasingly mobile and millennial travelers" by leaning on integrated sponsorship experiences, content offerings and membership opportunities.
Lindsay Nelson, president of core experience for TripAdvisor, said: "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.
“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.”
Peter Mears, global chief executive of Havas Media Group, added: "We’re thrilled to have been named TripAdvisor’s media agency-of-record at such an exciting time for the organization.
“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.
Previously All Response Media handled UK media and Havas Edge, the US work.
TripAdvisor is currently holding a creative agency review in concurrence with the media one.