- Situation: TripAdvisor needed to change customer behaviour on their website. They were known as a destination for reviews and wanted to “train” users to use Tripadvisor.com for booking hotels as well, while breaking through competitive noise.
- Strategy: Implement a hybrid approach that would increase top of mind awareness, while also acquiring new customers efficiently, remaining cognisant of seasonality for travel and hotel booking.
- Results: We observed an immediate bump in awareness as a result of the TV campaign, with the number of new bookings acquired increasing impressively. The Canadian campaign exceeded both the established ROI and awareness goals. Of the 7 international markets launched as part of this campaign, Canada was identified as the top performing market (in terms of revenue generated – ROI).
“Transparency: The All Response team provides us with the transparency we need to open the doors to a true partnership, giving us confidence that there is no other hidden agenda in the media buy recommendations; the analysis and the data speak for themselves.
Flexibility: At TripAdvisor, we like to move quickly, and run rapid fire testing; the ARM team has continued to be problem solvers and strong executors no matter what we’ve thrown their way.
Responsiveness: Our global media buying is managed from a small team in Boston and given time differences and distances it can be challenging working with international agencies. But the All Response team certainly live up to their names responding generally within the hour no matter what hour of day I reach out to them. They’re most certainly aptly named.”
– Mona Marimow, Ex-Global Offline Marketing Manager, TripAdvisor
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