TripAdvisor and Tourism Australia have partnered in a media campaign designed to put the destination front of mind for people making a decision about where to go.
The year-long deal signals two firsts for TripAdvisor - it's the first time it has integrated a partner into its editorial navigation as well as created an itinerary planning tool for a tourist board.
The Trip Planner pulls content together for users based on selected criteria to create a bespoke itinerary which they can then share with friends and family across social network sites.
The campaign goes across TripAdvisor sites in the US, Canada, UK, France, Italy, Germany with localised services for each site.
Tourism Australia boss for UK and Northern Europe Rodney Harrex says the partnership opens up the destination to people who are in the destination decision and planning process.
The destination marketing organisation is involved in a number of initiatives, including recent deals with Mr & Mrs Smith and STA Travel as part of its There's Nothing Like Australia campaign. Media spend on the TripAdvisor partnership is £500,000.