TripAdvisor: Selling the product no one wants

This case study describes a business to business campaign by TripAdvisor, the travel website, which targeted hoteliers.

TripAdvisor: Selling the product no one wants

Wilde Agency

Entry Information

Country where program ran: USA, plus 14 other countries in Europe, Australia, New Zealand, Asia, Latin America and South AfricaProgram start date: 08/08/12Program end date: 09/08/12Advertiser/Client Name: TripAdvisorProduct/Service Description:TripAdvisor.com is the world's largest travel website, helping visitors gather hotel information and other travel-related content. A hotel's page on TripAdvisor is free. HOWEVER, to include the hotel's email, url and phone number on the page, the hotelier must PURCHASE a "business listing."Category: Travel & Hospitality/Transportation (THT)

Strategy

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