TripAdvisor launches $1.5m creative ad challenge
TripAdvisor is challenging travel brands and advertising agencies to design a creative ad campaign that will run on TripAdvisor, reaching millions of travellers.
The total prize fund globally is US$1.5 million, with the winning entry on the TripAdvisor Australia site receiving US$150,000 in equivalent advertising media value.
In Singapore, India, China and Japan, the winning entries will each receive US$100,000 in media value.
Martin Verdon-Roe, VP display sales EMEAA for TripAdvisor, said, "The 2012 Creative Challenge gives travel brands the freedom to develop an engaging media campaign that tells a story and shows what their brand really stands for, rather than just focusing on the more traditional ROI price point creative that is so common online.
"Following the success of our last challenge, this year it’s even bigger and provides multiple opportunities for travel brands to win specific market campaigns."
The 2010 TripAdvisor Creative Ad Challenge was won by British Airways, with the airline’s concept involving an interactive game, inspired by The Price Is Right game show format.
Over 12.5m ad impressions were served over the campaign period and the interaction rate on the banner exceeded 1.65% on all three formats used.
The secondary result of the creative also helped BA generate over £1.5m of tracked bookings.
The prize fund totals US$1.5m in media value and has been split to allow multiple market winners or two larger pan-regional winners.
Ian Jarrett
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