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TripAdvisor organises creative campaign challenge

If as a travel brand or a creative advertising agency you are looking to dip into a prize fund of US$1.5 million, then check out the latest challenge that TripAdvisor, world’s leading travel site is throwing at the advertisers and travel brands in the region. All the agency will have to do is to design a creative ad campaign that will run TripAdvisor, attracting millions of travellers. The winning entry on the TripAdvisor site will receive US$100 thousand in equivalent CPM advertising media value.

Talking about the challenge Martin Verdon-Roe, VP display sales EMEAA for TripAdvisor said, “The 2012 Creative Challenge gives travel brands the freedom to develop an engaging media campaign that tells a story and shows what their brand really stands for, rather than just focusing on the more traditional ROI price point creative that is so common online. Following the success of our last challenge, this year it’s even bigger and provides multiple opportunities for travel brands to win specific market campaigns.”

The earlier TripAdvisor Creative Ad Challenge was won by British Airways, with the airline’s concept involving an interactive game, inspired by the well-known The Price Is Right game show format. During that time over 12.5m ad impressions were served and the interaction rate on the banner exceeded 1.65% on all three formats used.

“We hope to see some really exciting new entries in 2012 that can take advantage of our new and larger advertising formats. This is a truly unique opportunity for a brand to have a substantial campaign which can reach and impact a huge audience of potential travellers that are looking for inspiration while planning their next holiday or trip,” continued Verdon-Roe. In fact in the 2010 campaign challenge helped BA generate over GBP1.5 million of tracked bookings.

This year’s challenge gives the industry the unique opportunity to showcase their creativity and talent through the highly interactive medium of online ad display and the chance to impact a global audience of travellers, who are looking for inspiration while planning their next trip. According to Verdon-Roe when this creative is combined with TripAdvisor’s market leading targeting opportunities, it will allow advertisers to communicate with an extremely engaged and relevant audience, maximizing their brand impact and media budgets. The prize fund totals US$1.5m in media value and has been split to allow multiple market winners or two larger pan-regional winners. The value for APAC region is US$ 550 thousand.