TripAdvisor Aims to Keep Up Its TV Ad Blitz to Lift Its Sagging Hotel Business
Photo Credit: CEO Stephen Kaufer has been engineering a turnaround at the world's largest travel reviews company he helped to found. Pictured is the owl featured in a new series of TV ads. TripAdvisor
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TripAdvisor plans to spend more than $35 million on TV ads between July and September to boost its business. Brand advertising can help the company although it is a very competitive environment.
If you're an American, Canadian, French, Spanish, British or Australian who hasn't yet seen television commercials featuring TripAdvisor or its owl mascot, expect to see them soon.
The Needham, Massachusetts-based review and hotel-metasearch site is doubling down on its investment in TV advertising. The company spent $16 million on TV ads, which started in mid-June, during the second quarter.
But it will roughly double that between July and September by spending more than $35 million then. In mid-June, the company debuted its new campaign in the U.S., followed by Canada, France, Spain, the U.K. and, in early July, Australia.
The ads aim to persuade consumers to think of TripAdvisor's name when looking to find the lowest rates on hotels.
The branding blitz comes in light of company's need to turn around its hotel business, which drives a majority of its revenue despite the company's efforts to diversify into other segments
