TripAdvisor returns to TV
After a 2-year hiatus, TripAdvisor is returning to TV screens. The company has recently announced that it will spend $70 million on TV advertising this year, in an attempt to explain the company’s capabilities. This is the latest attempt to convince people that the company is about more than online travel reviews.
TripAdvisor primarily wants to push its travel booking service, which has failed – so far – to deliver the kind of big business it was hoping for. Nonetheless, it remains a compelling proposition, notable for the comprehensiveness and speed of the service – staple functionalities that have helped propel Ecommerce companies across multiple sectors.
Ironically, one of the reasons the company backed away from TV advertising 2 years ago was to focus on improving its instant booking platform. Now, it’s returning to that world in an effort to popularize it.
The first advert – which somewhat bizarrely make use of a robe-wearing owl as company spokesman – look to highlight the fact that TripAdvisor can help consumers to find hotels at the best prices, with selections to suit every price range across 200 sites. Subsequent ads are planned to bring attention to the company’s instant booking platform.
While TripAdvisor has been focusing on inward investment, its rivals have maintained significant TV advertising presences. So it makes sense that TripAdvisor is looking to level that playing field. The big question will be whether TripAdvisor’s evolution will pay off. With rising metrics in the U.S. like revenue per shopper and number of unique shoppers, there’s a good chance that it will.
Dominion holds TripAdivosr in its Global Trends Luxury Fund.
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