• by Fern Siegel , June 28, 2024

Tripadvisor is booking its own journey: a new campaign. It’s the first in two years — taking users on a deep dive into travel advice.

The brand tapped SuperBloom to create the “We’ve Been There” campaign, which includes one 30-second spot and three 15-second spots featuring a couple, a dad with kids and a single female traveler, respectively.

All highlight how Tripadvisor can offer key info on destinations, food and activities. The variety of options underscores that different travelers have different needs. Some love exploration, others crave solitude and serenity.

The target audience is next-gen, cord-cutting travelers. The work rolls out across Netflix, Amazon, YouTube, Meta and Pinterest, as well as organic social channels.

"With so many resources available, the time felt right to showcase the unrivaled, specific and inspiring real-life travel perspectives Tripadvisor offers. It was important to us that this campaign was built around those real-world advisors to bring authenticity to the travel-planning experience. Tripadvisor reviews are unique — and instrumental for any of us seeking something magical from our next great adventure," Heather Pieske, SuperBloom’s new Chief Creative Officer, told Agency Daily.

The spots are peppered with real reviews and shot in Portugal. The ads were directed by Alice Gu, part of SuperBloom’s Creative Collective.

The campaign is also the first work from Pieske, who joined the company earlier this year from Vox Media.

SuperBloom’s client work includes Gorillas, BeautyCounter, Merrell and Whistle.