If you didn’t take a photo, were you really there? In an age of visual sameness, we wanted to disrupt the picture-perfect aesthetic that has dominated the travel category with a full-funnel campaign rooted in authentic travel moments—and to promote Tripadvisor Things to Do, aka our Experiences category. “Too Fun Too Focus” brought these themes to life with a chaotic, blurry, and downright joyful energy and aesthetic that Tripadvisor users capture during their travels and share with us every day.
The campaign achieved a +20.1% consideration lift among the target audience (Passionate Travelers), and successfully drove the US market's "Likelihood to book things to do" metric up 5% for the first time in three years.
