TRIPADVISOR
Evergreen & Promotional Social
IDEA: Overhaul Tripadvisor’s social presence to transform it from a boomer’s vacation paradise into a Gen Z hotspot and the ultimate guide for Zillenial travel planners.
RESULTS: Tens-of-thousands of engagements across Instagram and TikTok, as well as a spot on AdAge’s “20 Brands Catching Gen Z's Attention Right Now” list.
THE JOURNEY
SOCIAL PERSONA
After helping to win the business, I became an integral part of the creative team. I played a key role in developing the voice & tone of the brand moving forward.
THE DESTINATION
EVERGREEN CONTENT
Then, I played a key role in helping to bring that new voice & tone to life. Please enjoy, in a carefully curated collection of some of our greatest hits.
THE WELSH 5
In Dec. 2024, a group of Welsh tourists documented their first trip to the US, flooding FYPs with over-the-top, enthusiastic reactions of unremarkable American destinations like Raising Canes, T.J. Maxx and Crumbl Cookie.
Spotting unbelievably natural brand integration, we posted a carousel recap of their journey, tagging the group with their “reviews.”
Within the hour, all five had commented and reposted. Tripadvisor was officially viral—and the Welsh 5’s fans were rabidly demanding a partnership.
We couldn’t possibly say no. We sponsored another trip to America—this time to Miami, so the gang could experience a luxury yacht, Palace Bar, the Everglades, and more.
The group posted 20+ pieces of content during their journey, while we posted reactive and recap footage through it all to keep fans engaged.
CD: Megan Coughlin
COPY: George Comatas
DESIGN: Beau Murphy
MOTION: Amanda Kopacz
CULTURE COMMS: Andy Barnett, Natalia Tyndall