Havas Media win TripAdvisor account

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TripAdvisor have appointed Havas Media as their global media buying agency of record.

The agency will be charged with strengthening the TripAdvisor brand internationally, and engaging new audiences.

TripAdvisor say much of this new demographic are millennials and are increasingly mobile-based. The partnership will target this audience through sponsorships, content offerings, and membership strategies.

The company, which is now the world's largest global travel platform, says Havas will also leverage its position within parent company Vivendi, a major player in media, content, and entertainment.

Meanwhile TripAdvisor is also carrying out an ongoing creative strategy review intended to find improvements in the way it communicates its differentiating points.

Commenting on the Havas appointment, 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 CEO at 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.”

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