Connelly Charts Course for TripAdvisor

BOSTON Connelly Partners is launching its first campaign for online travel information service TripAdvisor since adding the account in March.

The effort from the Boston-based independent agency is designed to promote TripAdvisor’s free summer PDF travel guides and offers Web site visitors the chance to win one of 10 free trips worth up to $5,000.

Most of the ads are tagged, “Get the truth. Then go.” One magazine execution uses colorful, cartoon-style graphics and a text balloon that reads, “Whether you’re into art, architecture or even sculpture, the MOMA is a must-see in Manhattan. And while you’re thinking of art, head to SoHo, where some of the best artists’ lofts are located.”

“The creative brings to mind a puzzle, because planning the perfect vacation is much like putting the pieces of a puzzle together,” said agency president and CCO Steve Connelly.

The campaign consists of print, radio, outdoor and online iterations, as well as airport computer kiosks and trolley advertising in cities including Boston, New York, Chicago and San Francisco.

Alyssa D’Arienzo Toro served as creative director, overseeing copywriters Elizabeth Griffith and Ronan Doyle and art director Keith Manning.

The campaign launches this month and runs through Labor Day weekend. The Needham, Mass.-based client is expected to spend about $5 million this year on ads. TripAdvisior is a unit of travel planning and booking site, which is currently reviewing its $170 million ad account.

Prior to Connelly Partners, TripAdvisor teamed for a year with Interpublic Group’s Mullen in Wenham, Mass. Mullen developed the “Get the truth. Then go” tagline, but produced only sporadic work for the client.

Connelly’s account roster includes new addition A.J. Wright stores, as well as Fallon Community Health Plan, Bertucci’s, Ocean Spray, Baskin-Robbins and Stonyfield Farm.