With over 300MM monthly unique visitors, TripAdvisor is the largest travel site in the world. Their name is virtually synonymous with travel reviews, and that was the problem. Despite having evolved their business beyond reviews to include hotel price-shopping and booking, consumers’ understanding of the brand was so entrenched in reviews that they needed the power of mass communication to change their perception.
In early 2017, TripAdvisor launched a global TV campaign to help address this opportunity and the character Little Wiser was born. The literal embodiment of the brand, he travels the world with an insatiable appetite for amazing hotel deals. We achieved record benchmarks across every ad metric.