TripAdvisor has appointed independent creative agency Mother to work on the brand globally.
Mother has bases in London, Los Angeles and Shanghai but the TripAdvisor relationship will be based in its New York office.
Lindsay Nelson, president of the core experience business unit at TripAdvisor, said: “In a world where divisions continue to grow among us, the power of travel serves as a unifying force that brings us together.
“TripAdvisor, unlike any other company in the world, has the permission to help people find what’s good out there. It’s on us to dare to be bold enough to exercise that permission, and Mother is the type of partner who will challenge us to take our seat at the table.”
A new platform is scheduled to be unveiled to coincide with TripAdvisor’s 20th anniversary in 2020.
The world’s largest reviews site said in planning for the next chapter it “aims to not simply be the largest but also the best guidance and planning destination”.
TripAdvisor said it will introduce “features and tools to enable faster, more personalised recommendations and advice from travellers that share the same needs and preferences”.
Peter Ravailhe, chief executive and partner of Mother in the US, said: “We’re incredibly excited and humbled to be partnering with such a wonderfully ambitious team at TripAdvisor.
“We believe as one of the most iconic brands in travel, TripAdvisor continues to have so much value to offer consumers, and a story to tell about the importance of travel in our society.
“Everyone at Mother looks forward to helping strengthen, through the power of creativity, TripAdvisor’s connection with the global community that has known and loved this brand for nearly two decades.”
TripAdvisor also recently named Havas Media as its global media buying agency, responsible for developing an integrated approach to both offline and digital brand building.
“Brilliant creativity and smart, savvy communications planning and behaviors have the ability to drive business impact and change the course of a company’s history,” added Nelson.
“But it won’t happen without a willingness to turn the status quo upside down, and collaborate with partners in unexpected ways. The ability to do so starts with identifying the partners who are up for the ride, and we’ve found that in both Mother and Havas.”