Taking Industry SOV to New Heights Through Cultural Storytelling
In competition with more well-known hospitality brands, TripAdvisor needed to increase its earned media coverage.
Insight
Going head-to-head against media darling Airbnb, TripAdvisor recognized the need to refresh its brand image and fight for SOV. The company was looking for creative and strategic ways to elevate themselves in the media and gain consumer mindshare.
Idea
Padilla recommended an "always-on" media program fueled by a multipronged approach to capture widespread attention of top-tier media through data-driven storytelling – leaning into cultural moments, seasonal travel trends and highly-unique rental spotlights – supplemented by celebrity partnerships.
Impact
This approach resulted in hundreds of placements, with 97% of articles including two or more of TripAdvisor's key messages – helping the company dominate SOV against more well-known competitors during a key growth period for the brand.
Results
467
Pieces of Coverage
3K+
Linkbacks to TripAdvisor.com
77%
Increase in coverage YOY, doubling articles secured
Awards
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