TripAdvisor is introducing downloadable guidebooks in pdf file format for 25 of the summer’s hottest destinations.
Capsulising the best places to eat, sleep and play in cities in the US and around the world, the campaign and the fresh guides (http://www.tripadvisor.com/triptips) are expected to drive new users to the site by showcasing TripAdvisor’s breadth covering every facet of travel planning.
TripAdvisor features more than five million reviews and opinions, more than doubling content from two million reviews just a year ago.
“TripAdvisor is taking our fresh and unique online travel advice and information and delivering it to our travellers in a brand new way,” said Christine Petersen, senior vice president of marketing.
“People don’t always have the opportunity to bring their laptops on their summer vacations but the downloadable summer guides will allow travellers to take TripAdvisor on the road with them.”
In the past year, TripAdvisor’s user base jumped to 20 million and earned its position as the largest travel community in the world with more than 3.5 million registered members.
TripAdvisor’s Summer Guides will be promoted to potential travelers through a multi-million dollar creative campaign produced with Boston-based Connelly Partners.
The campaign features radio spots and newspaper ads in top US markets, national newspaper and online ads and through innovative display ads in tourist-heavy locations like San Francisco trolley cars. TripAdvisor is also placing branded computer kiosks in major airports, so that travelers can see what millions of fellow travelers recommend doing and/or avoiding when they land at their destinations this summer.
The top 25 summer destinations, according to TripAdvisor users worldwide, (although Americans make up a large proportion), are:
Las Vegas, Vancouver, London, Sydney, Orlando, Hong Kong, Paris, Philadelphia, San Francisco, Dublin, Chicago, Miami, New York City, Playa del Carmen, Rome, Amalfi Coast, Washington D.C., Maui, Boston, Cabo San Lucus, Dominican Republic, Charleston, San Diego, Phuket and Cape Cod & Islands.