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TripAdvisor will launch a multimillion-dollar television brand campaign, said CEO Stephen Kaufer, with the goal of increasing “awareness of TripAdvisor as a booking site.”
“After a rigorous analysis of our marketing channels and prior campaigns, we are confident that broad-reach television advertising is the right way to build awareness that TripAdvisor helps travelers find the right hotel for them at the lowest price when they are ready to book,” TripAdvisor said.
The company said previous television campaigns have led it to believe the new campaign will attract new users to TripAdvisor as well as bring back previous users.
In 2017, TripAdvisor plans to invest $70-$80 million in the campaign, which will start in the United States and “a handful of other markets.”
TripAdvisor reported a 6% increase in revenue in the first quarter to $372 million. The company’s net income fell 55% from $29 to $13 million.
Sоurсе: travelweekly.com