TripAdvisor Launches $1.5 Million Creative Ad Challenge

TripAdvisor®, the world’s largest travel site*, 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 is US$1.5 million, with the winning entry on the TripAdvisor Australia site receiving US$150k in equivalent CPM advertising media value.

The 2012 TripAdvisor Creative Ad Challenge gives the industry the unique opportunity to showcase their creativity and talent through the highly interactive medium of online ad display and the chance to impact a global audience of travellers, who are looking for inspiration while planning their next trip. When this creative is combined with TripAdvisor’s market leading targeting opportunities it allows advertisers to communicate with an extremely engaged and relevant audience, maximizing their brand impact and media budgets.

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 well-known 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.

“We hope to see some really exciting new entries in 2012 that can take advantage of our new and larger advertising formats. This is a truly unique opportunity for a brand to have a substantial campaign which can reach and impact a huge audience of potential travellers that are looking for inspiration while planning their next holiday or trip,” continued Verdon-Roe.

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. The winning campaigns will reach millions of travellers and will receive the following equivalent values of CPM advertising on TripAdvisor:

EU Market Splits **
UK                         US$300k
DE                         US$150k
FR                         US$150k
IT                          US$150k
TR                         US$150k
Total EU                     US$900k

APAC Market Splits **
AU                         US$150k
SG                         US$100k
CN                         US$100k
JP                          US$100k
IN                          US$100k
Total APAC                US$550k

All entries must be submitted by May 31st 2012 – the winning campaigns will run on TripAdvisor between August and October 2012. The campaigns will be judged by a panel of TripAdvisor sales and marketing experts, as well as IAB Australia. For more information and to submit entries please email Creative-Challenge@tripadvisor.com. All submissions should be a new creative – no existing or running campaigns will be accepted.

Source = TripAdvisor
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