TripAdvisor: Paris

TripAdvisor is used by millions of travel planners, just not intentionally. It was the agency's goal to make TripAdvisor an imperative destination within vacation planning.

Instead of declaring battle in the price wars between travel sites, agency Johannes Leonardo, New York wanted to change the overall behavior of travel planning. The first step everyone takes in their travel planning is an online search. So they wanted to hack that behavior by telling people to change how they begin their vacation planning …

Don't just visit (insert city). Visit TripAdvisor (insert city)

The message tells people that by simply adding 'TripAdvisor' to their search queries, they're taking a huge step toward getting themselves a better vacation. Via millions of reviews, user submitted photos and one-stop metasearch price comparing, a visit to TripAdvisor literally makes any destination better.

The campaign has launched in the United States, France and Australia.