TripAdvisor has announced a multi-market media partnership with Tourism Australia to inspire users to discover all that the country has to offer and assist them in making this the year they travel to the destination.

The campaign is the first time TripAdvisor has featured a partner in its drop down menu and involves a unique integration pulling in content to create a fully functioning interactive Trip Planner.

It then allows users to share their unique itinerary with friends on their social networking sites.

Rodney Harrex, regional general manager, UK & Northern Europe for Tourism Australia comments: “We are excited to be involved in a media first with TripAdvisor.

“The site is the ideal platform for us to reach our target audience - we know the people who use it are in the destination decision making and planning stage, which is a key phase in the holiday booking cycle,”

The year-long Tourism Australia partnership is running on TripAdvisor’s US, UK, Canada, France, Italy and Germany sites and is fully localised for each market.

The campaign has been built from the ground up to Tourism Australia’s specifications, and has a media spend of half a million pounds.

Martin Verdon-Roe, TripAdvisor s vice president display sales, EMEAA, commented: “We are extremely excited to have launched the Interactive Trip Planner with Tourism Australia.

“We truly believe that this is going to help inspire our millions of global users to create fantastic itineraries that really bring travelling to Australia to life.”