Tourism Australia claims TripAdvisor partnership is ‘media first’

Tourism Australia is claiming a “media first” by forging a year-long partnership with TripAdvisor to promote travel to the country.

The campaign has been built from the ground up to Tourism Australia’s specifications and has a media spend of £500,000.

The agreement is the first time TripAdvisor has featured a partner in its drop down menu. It involves a unique integration which pulls in content to create a fully functioning interactive trip planner.

This then allows users to share their unique itinerary with friends on their social networking sites.

The Tourism Australia partnership is running on TripAdvisor’s sites in the US, UK, Canada, France, Italy and Germany, and is fully localised for each market.

Rodney Harrex, the tourist office’s UK and Northern Europe general manager, said: “We are excited to be involved in a media first with TripAdvisor.

“The site is the ideal platform for us to reach our target audience – we know the people who use it are in the destination decision making and planning stage, which is a key phase in the holiday booking cycle.

“This interactive trip planner has been developed to help and inspire people plan a visit to Australia and we’re confident that we’ve created something innovative that allows people to have fun at the same time.”

TripAdvisor Display Sales EMEAA vice president Martin Verdon-Roe added: “We truly believe that this is going to help inspire our millions of global users to create fantastic itineraries that really bring traveling to Australia to life.”

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