Tripadvisor Plus

Situation

In the summer of 2020, Tripadvisor planned to launch a new paid membership program. Its initial form would be similar to a classic rewards program, but they had an open-ended vision of what it could eventually become, especially in the wake of the ongoing COVID pandemic. To set this fledgling product on the right course, they needed a name that could work in the short term without limiting them in the long term as the offering evolved.


Creative Approach

I developed 275 names, and we came to a decision after the first round of creative. Some client favorites included:

  • Tripadvisor Pearl, fitting into the precious-gems-and-metals naming style of many other rewards programs, while setting up a story that “the world is your oyster.”

  • Tripadvisor Passport, which emphasized the idea of access with a travel-relevant metaphor.

  • Tripadvisor Latitude, which conveyed the idea of freedom and exploration while also staying true to the idea of travel


Outcome

The client ended up selecting the most functional option, Tripadvisor Plus.

Ultimately, the need for flexibility won out over the more evocative, but therefore more limited, names above. Plus conveyed the simplest message that the client was absolutely sure would be relevant over time.

Tripadvisor Plus launched in June of 2021. The name has stood firm as the company has cycled through several iterations of the product, in a continued quest for “the right product-market fit.


Looking for a cool, fun, creative name? How about the most functional name possible?


Previous
Previous

Encore

Next
Next

Rectify