Simonseeks.com is to launch a £2 million national TV advertising campaign on Boxing Day to position itself as a “credible alternative” to Tripadvisor.
The 30 second advert will focus on the site’s destination ‘experts’ – travel writers who offer impartial advice and reviews on hotels, restaurants and things to do in 50 locations worldwide.
The campaign is also designed to position the company as the essential site for planning and booking travel in 2011.
The ads will first appear on ITV 1 in the North West of England and will be extended nationally next spring.
Company founder Simon Nixon said: “This is our first advertising campaign and we’re incredibly excited about introducing the site to a whole new set of users.
“We have been developing our content and functionality since our launch so we can offer a unique combination of expert reviews from some of the most experienced travel writers out there with our community guides.
“It’s about time that there was a credible alternative to the likes of Tripadvisor and we feel Simonseeks offers the consumer just that.”
He added: “The factor which really sets us apart from the mainstream travel review sites is the calibre of our expert destination guides and the fact that these guides are ‘real time’ as our editors are constantly updating them with new information.
“We are offering the consumer the ability to cut through the information overload which has developed with the spread of user generated content and get straight to reliable advice they can really trust.”
Simonseeks.com appointed creative agency Space City Productions following a competition pitch from a shortlist which also included Big Al’s Creative Emporium, JWT Manchester and The Gate.
“Space City Productions has a strong track record of launching online brands such as Go Compare, Moonpig, Confused.com and USwitch,” said Nixon. “This is why we felt they were the perfect fit for us and our ambitions are high as we aim to hit one million unique users per month within 2011.”