Tripadvisor is launching an internal content and creative studio to help brands of all kinds reach travel buyers both on and off the Tripadvisor platform.
Called Wanderlab, the division is based in New York and will develop campaigns that include sponsored brand and editorial content on Tripadvisor, social media and influencer activations, interactive video and voice experiences and more.
Wanderlab will be led by Christine Maguire, Vice President and General Manager of Tripadvisor Media, and will operate as an independent studio using Tripadvisor’s own data, company resources and talent.
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“Tripadvisor’s wealth of traveler insights is at the heart of Wanderlab,” says Maguire.
“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 company says that Wanderlab is “the fulfillment of an idea put in place before the pandemic” to expand its ad offerings.
Along with the launch, Tripadvisor announces the San Diego Tourism Authority as its first client and a mini-documentary on Generation Z travelers, Lost and foundas his first creative outlet.
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.