Tripadvisor has launched its own internal design studio to help travel partners target their global audience of engaged travelers.
Wanderlab is an independent division based in New York that will offer a global team of strategists, creatives, designers and content specialists.
It will cover a wide range of media, including sponsored brand and editorial content on Tripadvisor, social and influencer activations, interactive video and voice experiences.
The study will be led by Christine Maguire, Vice President and General Manager of Tripadvisor Media.
Tripadvisor said Wanderlab is “the fulfillment of an idea put in place before the pandemic to offer both travel and non-travel brands more than box and banner advertising options on Tripadvisor.”
It will help them harness first-hand data with “inspiring creativity and a focus on cutting-edge marketing solutions.”
Wanderlab adds to Tripadvisor’s existing media offering by “providing bold and compelling ways for brands to reach an audience of high-intent, high-spending travel buyers, both on and off its platform,” the company said.
Maguire added: “Tripadvisor’s wealth of traveler insights is at the heart of Wanderlab.
“No one knows the experience seekers of the world 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 creativity, powered by global insights.”
The launch of Wanderlab was accompanied by the announcement of a $1.5 million partnership commitment with the San Diego Tourism Authority.
This will focus on promoting the city through a variety of online custom content offline activities, including interactive street murals scheduled in markets across the US.
Kerri Kapich, chief operating officer of the San Diego Tourism Authority, said, “We look forward to working with a leading partner, Tripadvisor, on an innovative, first-of-its-kind program that uses data and insights to gain unexpected insights.” , unique creativity in front of the right consumer, in the right markets and at the right time”.
“Our launch partnership with the San Diego Tourism Authority is a fantastic example of how bringing together world-class creative and real-world ideas can turn a campaign into something truly inspiring and effective,” added Maguire.
“Brands are increasingly looking for new ways to tell their stories. We believe that our innovation-first approach, combined with the power of the Tripadvisor platform, is a very compelling proposition for advertisers across the industry.”
The official launch of Wanderlab also saw him reveal his first creative production called Lost & Found, a mini-documentary exploring travel through the eyes of Generation Z.
Produced by Emmy Award-winning director Andrew Stephan, the documentary follows a group of young travelers as they explore what makes travel meaningful to their generation and how they hope to explore the world in the future.