Case Study: Tripadvisor increases earned media coverage with Padilla

Tripadvisor boosts coverage 77% with Padilla

The customer Tripadvisor faced a challenge competing for earned media coverage and brand recognition against more prominent players like Airbnb. To refresh its brand and gain share of voice (SOV), Tripadvisor engaged the communications firm Padilla for a strategic media program.

Padilla implemented an always-on media strategy using data-driven cultural storytelling, seasonal trend analysis, and celebrity partnerships. This solution generated 467 pieces of coverage, a 77% year-over-year increase, with 97% containing key messages. It also drove over 3,000 linkbacks to Tripadvisor.com, significantly boosting SOV during a key growth period.

Tripadvisor