Tripadvisor is launching an in-house creative and content
studio to help brands of all types reach travel shoppers, both on and off the
Named Wanderlab, the division is headquartered in New York
and will develop campaigns including sponsored brand and editorial content on
Tripadvisor, influencer and social-first activations, interactive video and
voice experiences and more.
will be led by Christine Maguire, vice president and general manager of
Tripadvisor Media and will operate as an independent studio that makes use of
Tripadvisor’s first-party data, company resources and talent.
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“Tripadvisor’s wealth of traveler insights sits
at the heart of Wanderlab,” Maguire says.
“No one knows the world's experience seekers like
we do. We see an opportunity to create a more efficient media marketplace where
we connect the right advertisers with the right consumers through inspiring and
relevant creative, powered by global insights.”
The company says Wanderlab is “the fulfillment of
an idea set in motion pre-pandemic” to expand its advertising offerings.
In conjunction with the launch, Tripadvisor is announcing the
San Diego Tourism Authority as its first client and a mini-documentary about Gen
Z travelers, Lost & Found, as its first creative output.
In 2021, Kayak launched a
similar creative advertising division, K Media, which creates comprehensive
campaigns including influencer activations and digital advertising.
Hear from Tripadvisor CEO Matt Goldberg at The Phocuswright Conference in November.