Travellers in the UK will be the latest to see how far TripAdvisor has moved beyond its original strategy of sharing reviews of hotels.
The company's new 20 and 30-second spots, debuting in the UK shortly, preach a TripAdvisor which was unimaginable just a few years ago.
"Plan, Compare, Book" is the new theme around its TV advertising campaign. Brazilian TV viewers will also see a variation of the campaign.
Travellers in the US, France and Australia have already seen 20 and 30-second spots campaigns under the "Don't Just Just" tagline.
Here is one of the clips:
Chief marketing officer Barbara Messing says:
"The new ads expand our messaging to showcase TripAdvisor as a one-stop, comprehensive planning, shopping and booking site."
Indeed... Such is evolution.
In fact, TripAdvisor no longer has a tag-line under its on-site logo, doing away with previous, long-term incarnations such as "Get the truth... then go".