First party data trove: Tripadvisor launches own ad content studio

First client San Diego Tourism Authority signs $1.5m commitment to launch digital and interactive out-of-home campaign to attract travellers.

Tripadvisor has launched its new in-house creative and content studio, Wanderlab, as the travel destination looks to make more of its first party data.

Headquartered in SoHo, NYC, Wanderlab translates global insights from the user generated travel platform into brand stories aimed at 400 million global travellers.

The studio will operate under the guidance of Christine Maguire, Vice President and General Manager, Tripadvisor Media.

Engaging with purchase minded travel shoppers By tapping into first party data and focusing on technology marketing solutions, Wanderlab builds on the bedrock of Tripadvisor’s existing media offering, providing ways for brands to reach an audience of engaged purchase-minded travel shoppers, both on and off its platform.

"Tripadvisor's wealth of traveller insights sits at the heart of Wanderlab," said Christine Maguire, Vice President and General Manager, Media at Tripadvisor. "No one knows the world's experience seekers like we do. We see an opportunity to create a more efficient media marketplace where we connect the right advertisers with the right consumers through inspiring and relevant creative, powered by global insights."

Wanderlab will operate as an independent studio, but benefit from Tripadvisor's abundance of first party data, company resources and talent.

Creative will include sponsored brand and editorial content on the Tripadvisor platform, influencer and social-first activations, and interactive video and voice experiences.

San Diego Tourism Authority inaugural client The studio's official launch is marked by the announcement of a $1.5m partnership commitment with the San Diego Tourism Authority, focused on highlighting the city's optimism and positivity through a range of custom online content and real-world activations, inclusive of interactive street murals scheduled to be produced in markets around the US.

Kerri Kapich, Chief Operating Officer at San Diego Tourism Authority, said: "We're looking forward to working with a premier partner, Tripadvisor, on a first-of-its-kind, innovative program, that uses data and insights to get unexpected, unique creative in front of the right consumer, in the right markets and at the right time.”

“Our launch partnership with San Diego Tourism Authority is a fantastic example of how bringing together world-class creative and real-world insights can elevate a campaign to something truly inspiring and effective," added Maguire.

"Brands are increasingly looking for new ways to tell their stories. We feel our innovation-first approach, combined with the power of the Tripadvisor platform, is a very compelling proposition for advertisers from across the industry."

Director Andrew Stephan to debut Wanderlab's first creative venture Wanderlab's official launch also sees the studio unveil its first creative output entitled, "Lost & Found," a mini documentary that explores travel through the eyes of Generation Z.

Produced by Emmy Award winning director, Andrew Stephan, the documentary follows a group of young travellers, exploring what makes travel meaningful for their generation and how they hope to explore the world in the future.