Travelers relive their vacation memories in Viator's first national campaign

Ads by Fig will promote the Tripadvisor-owned brand as destination for booking experiences

Published On
Oct 27, 2022

Editor's Pick

Everyone has a top vacation memory, be it good, bad or weird, and Tripadvisor-owned travel experience marketplace Viator was inspired by some real-life travelers' tales in its first national ad campaign. 

The campaign aims to establish Viator, which was acquired by Tripadvisor in 2014, as the destination on line for booking experiences. Created by Fig, it includes spots that expand on a few quirky and hyper-specific tales, sourced from real-life data.

 There's a couple who argue on a visit to troll country in Norway, before being reunited by a funny comment from a tour guide.

There's also the woman who went on a romantic trip to Paris with her sister after breaking up with her boyfriend.


And then there's the mom who unexpectedly gets a chance to bond with her sulky teenage daughter while on an "uncool" hiking trip.


Jakob Marky of Sweetshop directed the spots, which are dotted with still frames in the manner of old-style vacation photos. 

“Experiences and memories are why we travel – we do it to stand on millennia of history in Rome, to ride down Haleakala at sunrise, and to laugh with our favorite people until our sides hurt," said Laurel Greatrix, Viator's VP of Brand and Communications. "There’s so much joy in ‘doing’ versus just ‘going – and it’s this insight that inspired our campaign. In a category like ours, great stories are abundant – so these spots are all based on the real experiences of real people.”

“We analyzed 5,000 assets within the travel and hospitality sectors,” added Mark Figliulo, Fig’s Founder & Creative Chairman. “As we found, travel isn’t just about hotel rooms and airplanes, it’s about what we do and who we are with. It’s about the stories we come home with.”


Oct 27, 2022
Client :
Agency :
VP Brand & Communication :
Laurel Greatrix
Brand Director :
Carmela Luzzi
Sr Manager Creative Production :
Dayzia Terry
Sr Manager Brand Marketing :
Katie Kingzett
Executive Creative Director :
Omid Amidi
Creative Director :
Laura Osborne
Creative Director :
Emily Sheehan
Art Director :
Paria Taheri
Copywriter :
Eddie Fritts Tomaselli
Robert Valdes
Head of Production :
Leila Gage
Executive Producer :
Leah Donnenberg
Senior Producer :
Doug Harrison
Business Manager :
Dusty Slowik
Business Manager :
Pamela Wilcox
Judith Carr-Rodriguez
Group Account Director :
Katie Gallagher
Account Director :
Amanda Koegler
Executive Producer :
Jeff Miller
Director :
Jakob Marky
Line Producer :
Joseph Taussig
Gaelle Delaporte
Kristian Kjmanel Bacon
Editor :
Ben Canny
Executive Producer :
Annie Maldonado
Executive Producer :
Annabel Bennett
Producer :
Liz Stallmeyer
Executive Producer :
Tina Starkweather
Producer :
Lauren Grimando

Need a credit fix? Contact the Creativity Editors

Project Type