Tripadvisor partners Turkish tourist agency for first native content on Prime Video

Created by the travel platform’s newly launched in-house studio, the video series will offer high-impact exposure opportunities for global destinations seeking to drive visitation and awareness.

Travel guidance platform Tripadvisor has launched The Wanderer, a franchised limited series, now available through Prime Video in multiple markets including the US and UK.

Created by Wanderlab, Tripadvisor’s newly launched in-house creative and content studio, The Wanderer, follows select ‘experience seekers’ from as they explore leading international destinations, creating a series of long-form travel guides.

Each destination features a different presenter, who brings their own voice to their episode, creating unique perspectives. The series offers commercial sponsorship opportunities for destination management organisations (DMOs) and other advertising partners across multiple platforms.

The first episode was born out of a wider media partnership with the Türkiye Tourism Promotion and Development Agency, an organisation dedicated to delivering Türkiye as a brand and a popular destination in both domestic and international tourism markets.

Episode one sees British travel TV presenter Alex Outhwaite take viewers into the heart of Türkiye’s cultural and culinary scenes, exploring the unique landmarks, restaurants and experiences that make this one of the most diverse destinations on earth.

The Wanderer’s featured itineraries are informed by Tripadvisor’s traveler intent data, ensuring that each episode creates a truly unique destination guide, inspired by insights from real explorers.

Episodes are also created in partnership with local (DMOs), unlocking opportunities for destinations to inspire and engage with Prime Video viewers.

The Wanderer: The Spirit of Kismet (UK Trailer) [30 sec] - 2022 from The Wanderer Official on Vimeo.

“We launched The Wanderer to give destinations a bold and compelling new way to reach prospective visitors outside the Tripadvisor platform as we explore the power of travel programming on platforms like Prime Video,” said Christine Maguire, Vice President and General Manager, Media at Tripadvisor. “No one knows the world's experience seekers like we do and, we’re excited about using Tripadvisor’s traveller guidance to help creators produce unique travel guides that showcase the best of these destinations.”

Each episode of The Wanderer will be promoted on Amazon’s Prime Video through a range of paid media placements and on Tripadvisor through paid and organic media.

Viewers can find further inspiration through bespoke Tripadvisor destination guides, created to accompany each episode. The first episode of the Wanderer can be viewed on Prime Video.

Additional episodes are in production and will be released in the coming weeks.