E-Travel Site Wants to Book a Brander

BOSTON TripAdvisor today named four finalists in the review for its ad account.

They are: independent Connelly Partners and Interpublic Group’s Hill, Holliday, Connors, Cosmopulos, both in Boston; MDC Partners’ Kirshenbaum Bond + Partners in New York; and IPG’s Mullen in Wenham, Mass. There is no incumbent.

Consultancy Pile and Co. in Boston is guiding the review process and confirmed the finalists. The competition should conclude before year’s end.

The Needham, Mass.-based client would not disclose spending, but sources estimated the initial budget at $5-10 million. TripAdvisor is seeking a shop to craft its first concerted branding campaign.

TripAdvisor provides a travel search engine that helps consumers research their travel plans via the Web and gives them direct access to major online travel suppliers, such as Expedia, Travelocity, Orbitz, Hotels.com and American Airlines, for booking upcoming trips.

The review comes about a month after Christine Petersen joined the company from Travelocity, where she had been vp of member services and customer marketing for nearly six years. Petersen is leading the review.

TripAdvisor is part of IAC Local and Media Services, an operating business of IAC/InterActiveCorp. Mullen works for LendingTree and Match.com, which are also units of IAC.