TURKISH AIRLINES - tripadvisor travel photo wall

At the end of October, Turkish Airlines partnered with TripAdvisor – the largest travel community in the world – to launch its ‘Ultimate Travel Photo Wall ’. The eight-week campaign on the behemoth travel site will showcase a collection of ‘inspirational’ traveler photos. TripAdvisor has pre-selected some of the most impressive images from the more than 14 million candid traveler photos uploaded to the site, and has sorted them into eight categories reflecting popular photo themes.

Until December 17th, visitors to TripAdvisor can vote for their favorite photos and are also encouraged to upload photos of their own. The partnership with Turkish Airlines allows TripAdvisor to give away a pair of roundtrip tickets each week to any destination the airline serves. Visitors may vote daily for a new chance to win each week. Online engagement is key here, once travelers vote on their favorite photos, they can share them with friends and followers on social channels.

Turkish Airlines’ partnership has included placing an icon on any of the destinations featured in the photo wall that the airline flies to, so as to advertise its wide network, along with supporting ‘Destination of the Day’ adverts and traditional banner advertising for its website and Facebook page.

Targeting TripAdvisor’s 260 million unique monthly visitors (in June 2013), the aim is to highlight the trip experiences of contributors across the globe and use these user-generated content to inspire visitors to visit a new (Turkish Airlines) destination.