A B2B research report reimagined as an immersive piece of brand storytelling

Brands We Travel With, Tripadvisor

The Challenge

How does a travel platform persuade non-travel brands to partner with them?

Travelers engage with all kinds of brands along their journeys. Electronics, streaming platforms, snacks, personal care…and so much more. The problem is, these brands don’t see themselves as travel brands. And if they do, they aren’t aware of how or when to reach travellers. To win them over, Tripadvisor needed to show these brands how they can be part of the traveler journey.

The Solution

Tripadvisor conducted a mammoth piece of research to highlight the specific stages where travel and non-travel brands feature along the traveler’s journey. But instead of bringing this research to market as another B2B report, we built Brands We Travel With—a first of its kind immersive microsite that married emotive narrative with data and insights to convince brands to see the travel industry in a whole new way.

The Narrative

Travelers do more than just go.

A simple story to explain the complex nature of a traveler, and how their needs—and the types of brands they rely on—change at every stage of their journey.

The microsite led with this narrative, and seamlessly weaved in the research while leading viewers through a playful interactive scroll experience. The centrepiece of the site is an immersive traveler’s journey, designed as a unique tunnel vision style scroll to evoke the many considerations a traveler makes during their trip.

See the live site

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From the traveler journey section, brands can click through directly to their categories for a deep dive into how travelers engage with them. The deep dive is rich in insights, solutions and even a ranking of which brands are winning in their respective categories with travellers across the world.

The Results

On a minimal marketing budget, the Brands We Travel campaign delivered 3.2 million impressions and 37,000+ microsite visits. The CTR was 67% higher than benchmark at 2.42% and 90% of people surveyed ‘Strongly Agreed’ that Brands We Travel With is a valuable and and impactful piece of thought leadership.

The campaign took 2 awards at the Drum Awards Festival 2024—Gold for B2B Thought Leadership, and Silver for B2B Website.