When a B2B report turns into an immersive piece of brand storytelling.
Convincing non-travel brands to invest in a travel guidance platform.
Tripadvisor knows that travelers think about and engage with all types of brands during their trips, not just travel brands. From clothing, to personal hygiene, to food, and streaming services, there are numerous considerations for people going on vacation.
The problem is, brands in these spaces don’t always know or understand this. And if they do, they aren’t always aware how or when to reach travellers. We needed to show non-travel brands the value of partnering with the world’s largest travel guidance platform.
In order to do that, we conducted the most holistic piece of research in the travel industry to highlight the specific stages where endemic and non-endemic brands feature along the travel journey And instead of bringing our research to market as another B2B report, we built Brands We Travel With: an immersive microsite that married emotive narrative with data and insights to convince brands to see the travel industry in a whole new way.
Brands We Travel With
The centrepiece of the site is an immersive traveller’s journey, designed as a unique tunnel vision style scroll to evoke the many chaotic things hurtling at a traveller during their trip.
From the journey, brands can click through to their categories for a deep dive into how travellers engage with them. The deep dive is rich in insights, solutions and even a ranking of which brands are winning in their respective categories with travellers across the world.
The results.
On a minimal marketing budget, the Brands We Travel campaign delivered 37,000+ microsite and delivered 3.2 million impressions. The CTR was 67% higher than benchmark at 2.42% and 90% of people surveyed ‘Strongly Agreed’ that "Brands We Travel With’ is a valuable and and impactful piece of thought leadership.
The campaign went on to take 2 awards at the Drum Awards Festival 2024—Gold for B2B Thought Leadership, and Silver for B2B Website.