TripAdvisor will launch a multimillion-dollar television
brand campaign, said CEO Stephen Kaufer, with the goal of increasing "awareness
of TripAdvisor as a booking site."
"After a rigorous analysis of our marketing channels
and prior campaigns, we are confident that broad-reach television advertising
is the right way to build awareness that TripAdvisor helps travelers find the
right hotel for them at the lowest price when they are ready to book,"
TripAdvisor said.
The company said previous television campaigns have led it
to believe the new campaign will attract new users to TripAdvisor as well as
bring back previous users.
In 2017, TripAdvisor plans to invest $70-$80 million in the
campaign, which will start in the United States and "a handful of other
markets."
TripAdvisor reported a 6% increase in revenue in the first
quarter to $372 million. The company's net income fell 55% from $29 to $13
million.