We managed the launch of Tripadvisor in Italy with a 360° approach: B2C Communication to introduce Tripadvisor to consumers and mainstream media; B2B Communication to introduce Tripadvisor to tour operators; Industry Relations to build alliances with stakeholders;
YEAR:
2007/2018
SERVICES:
Crisis Communication
Media & Industry Relations
Influencer Relations
CRISIS MANAGEMENT
Management of attacks
Over the years, we have helped defend Tripadvisor's reputation by managing crises and attacks across media and social channels belonging to hoteliers, trade associations, and institutions.
- Defining key messages and the crisis document
- Analysis of possible scenarios and strategy definitions for crisis management
- Alliance creation and identification of third-party endorsers for crisis prevention and reputation defence
FOCUS: ANTITRUST VS TRIPADVISOR
In 2014, the Antitrust Authority condemned TripAdvisor for its failure
to ensure the veracity of reviews on its website.
To begin with, Competence dealt with the creation and distribution of the statement in response to the attacks received in the media.
As a second step, we organised interviews with the manager of global content integrity with 3 key newspapers.
Finally, a few months later, we organised a press trip for a journalist from a key news outlet, who was invited to visit Santorini and verify the veracity of TripAdvisor reviews.
MEDIA & INDUSTRY RELATIONS
The voice of travel
Lorenzo Brufani, CEO of Competence was Tripadvisor's spokesperson for Italy from 2007 to 2013. His task was to establish partnerships and collaborations with key national stakeholders.
