SINGAPORE, March 29, 2012 /PRNewswire-Asia/ -- TripAdvisor(R), the world's largest travel site*, is challenging travel brands and advertising agencies to design a creative ad campaign that will run on TripAdvisor, reaching millions of travelers. The total prize fund is US$1.5 million, with the winning entry on the TripAdvisor Singapore( http://www.tripadvisor.com.sg ) site receiving US$100k in equivalent CPM advertising media value.
(Logo: http://www.prnasia.com/sa/2012/01/26/20120126134542864980-l.jpg )
The 2012 TripAdvisor Creative Ad Challenge gives the industry the unique opportunity to showcase their creativity and talent through the highly interactive medium of online ad display and the chance to impact a global audience of travellers, who are looking for inspiration while planning their next trip. When this creative is combined with TripAdvisor's market leading targeting opportunities, it allows advertisers to communicate with an extremely engaged and relevant audience, maximizing their brand impact and media budgets.
Martin Verdon-Roe, VP Display Sales EMEAA for TripAdvisor said, "The 2012 Creative Challenge gives travel brands the freedom to develop an engaging media campaign that tells a story and shows what their brand really stands for, rather than just focusing on the more traditional ROI price point creative that is so common online. Following the success of our last challenge, this year it's even bigger and provides multiple opportunities for travel brands to win specific market campaigns."
The 2010 TripAdvisor Creative Ad Challenge was won by British Airways, with the airline's concept involving an interactive game, inspired by the well-known The Price Is Right game show format. Over 12.5m ad impressions were served over the campaign period and the interaction rate on the banner exceeded 1.65% on all three formats used. The secondary result of the creative also helped BA generate over GBP1.5m of tracked bookings.
"We hope to see some really exciting new entries in 2012 that can take advantage of our new and larger advertising formats. This is a truly unique opportunity for a brand to have a substantial campaign which can reach and impact a huge audience of potential travellers that are looking for inspiration while planning their next holiday or trip," continued Verdon-Roe.
The prize fund totals US$1.5m in media value and has been split to allow multiple market winners or two larger pan-regional winners. The winning campaigns will reach millions of travellers and will receive the following equivalent values of CPM advertising on TripAdvisor:
EU Market Splits **
UK US$300k
DE US$150k
FR US$150k
IT US$150k
TR US$150k
Total EU US$900k
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APAC Market Splits **
AU US$150k
SG US$100k
CN US$100k
JP US$100k
IN US$100k
Total APAC US$550k
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All entries must be submitted by May 31st 2012 -- the winning campaigns will run on TripAdvisor between August and October 2012. The campaigns will be judged by a panel of TripAdvisor sales and marketing experts. For more information and to submit entries please email [email protected]. All submissions should be a new creative -- no existing or running campaigns will be accepted.
Notes to Editors
** A market is defined as an IP set of users. For example a winning entry for the UK Market does not mean that the advertiser has to come from the UK, the advertiser can be from another region that wants to market to the UK population on TripAdvisor.
For more details and T&Cs please visit:
http://www.tripadvisor.com.sg/PressCenter-i5093-c1-Press_Releases.html
About TripAdvisor
TripAdvisor(R) is the world's largest travel site, enabling travelers to plan and have the perfect trip. TripAdvisor offers trusted advice from real travelers and a wide variety of travel choices and planning features with seamless links to booking tools. TripAdvisor-branded sites make up the largest travel community in the world, with more than 50 million unique monthly visitors*, and over 60 million reviews and opinions. The sites operate in 30 countries worldwide, including China under daodao.com( http://www.daodao.com ). TripAdvisor also includes TripAdvisor for Business, a dedicated division that provides the tourism industry access to TripAdvisor's millions of monthly visitors.
TripAdvisor, Inc. (NASDAQ: TRIP) manages and operates websites under 19 other travel media brands, and together the sites attract more than 69 million unique monthly visitors**. TripAdvisor's travel media brands include www.airfarewatchdog.com, www.bookingbuddy.com, www.cruisecritic.com, www.everytrail.com, www.familyvacationcritic.com, www.flipkey.com, www.holidaylettings.co.uk, www.holidaywatchdog.com, www.independenttraveler.com, www.onetime.com, www.seatguru.com, www.sniqueaway.com, www.smartertravel.com, www.tingo.com, www.travel-library.com, www.travelpod.com, www.virtualtourist.com, www.whereivebeen.com, and www.kuxun.cn.
*Source: comScore Media Metrix for TripAdvisor Sites, Worldwide, January 2012
**Source: comScore Media Metrix for TripAdvisor Inc. and its subsidiaries, Worldwide, January 2012
(C)2012 TripAdvisor, Inc. All rights reserved.
SOURCE: TripAdvisor
