TripAdvisor has appointed independent creative company Mother as its global creative agency of record.
The business will be led out of its New York office.
TripAdvisor president of the core experience business unit, Lindsay Nelson said: “In a world where divisions continue to grow among us, the power of travel serves as a unifying force that brings us together.
“TripAdvisor, unlike any other company in the world, has the permission to help people find what’s good out there.”
She added: “It’s on us to dare to be bold enough to exercise that permission, and Mother is the type of partner who will challenge us to take our seat at the table.”
The new creative platform is scheduled to coincide with TripAdvisor’s 20th anniversary in 2020.
In planning for the next chapter, TripAdvisor aims to not simply be the largest but also the best guidance and planning destination.
Built on the belief that the best guides are people like you who have been there before, TripAdvisor will introduce features and tools to enable faster, more personalised recommendations and advice from travellers that share the same needs and preferences.
Mother US CEO, Peter Ravailhe said: “We’re incredibly excited and humbled to be partnering with such a wonderfully ambitious team at TripAdvisor.
“We believe as one of the most iconic brands in travel, TripAdvisor continues to have so much value to offer consumers, and a story to tell about the importance of travel in our society.”
He added: “Everyone at Mother looks forward to helping strengthen – through the power of creativity – TripAdvisor’s connection with the global community that has known and loved this brand for nearly two decades.”
TripAdvisor also recently named Havas Media as its global media buying agency of record, responsible for developing an integrated approach to both offline and digital brand building.
Nelson added: “Brilliant creativity and smart, savvy communications planning and behaviors have the ability to drive business impact and change the course of a company’s history.
“But it won’t happen without a willingness to turn the status quo upside down, and collaborate with partners in unexpected ways.