At a high level, TripAdvisor believes a brand marketing investment would enable it to reach a broad audience and could help to accelerate the user perception shift to TripAdvisor as a place to price compare and book.
TripAdvisor is considering a "multi-year brand marketing investment, including a return to TV advertising," the company said in prepared remarks accompanying its most recent financial earnings report.
On a call with analysts, president and CEO Stephen Kaufer further addressed the campaign's potential content and timing, noting that it would focus on TripAdvisor's "core hotel shopping experience."
Kaufer also added that other TripAdvisor brands might execute some independent marketing campaigns -- like a TV ad for thefork, TripAdvisor's restaurant app, in Italy -- so the main TripAdvisor campaign currently under consideration might not be the only one audiences see from the company's brands this year.
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