After enjoying success with its first round of user-generated advertisements, TripAdvisor is back with a massive $25k prize for round two.
The continued commitment to user-generated content makes sense for a brand that relies completely on its users to deliver a continual stream of reviews for travel businesses. It's also smart to let users explain, using their own words and creativity, what the service means to them. By structuring it into the television format, the brand can then ensure that the users are also approaching the project from that commercial angle.
After sorting through hundreds of entries from around the world, the user review brand announced the winner today, with an ad called "The Everything Hotel" created by James Winterhalter.
The ad follows a woman who used the service to find the perfect hotel for her stay, including all of the various vital features: location, amenities, booze and local spots.
TripAdvisor will air the commercial throughout the week on cable television in the United States as part of its "plan, compare and book" marketing campaign.
Other runners up received $1,000 and honorable mentions, as follows:
Life's a Trip by Michael Savisky
This wedding-themed video certainly marked the spontaneity and "quick high quality decisions."
The Little Things by Sophia Dagher
The romance continues, with another newly wed couple turning to TripAdvisor to plan their getaway.
Weekend Bro Time by Joshua Schwartz
This is a personal favorite, as it hits an element of humor that the other videos don't quite match. It's also an interesting twist on the usual users of the TripAdvisor website.
Owl Eyes by Steve Sowrey
Functional and somewhat funny, this video has good production values that showcase the diversity of the TripAdvisor world.
This is my Trip by Nick Sosin
This video takes a personal look to a year of travel with TripAdvisor.