22M+
Total media impressions (above benchmark)
72K
Total media clicks
332K
Video views (above benchmark)
The brief
Engage with Hispanic travelers and adventurers through contextually relevant custom content and programs to increase consideration of Toyota trucks and brand
What we know
Tripadvisor’s Hispanic users are 34% more likely than the average Hispanic internet user to have an interest in outdoor activities like hiking and camping
What we created
Tripadvisor and Toyota created a story-driven campaign that celebrated the spirit of the Hispanic community, while drawing a parallel of strength within Toyota’s lineup of trucks. Through video storytelling, three friends took separate journeys through the Arizona desert—each in a Toyota truck that reflected who they are. They explored independently, following instinct, purpose, and curiosity, before reuniting under desert stars.
*This report draws on multiple complementary data sources, including proprietary first-party data on bookable experiences and travel intent signals, Tripadvisor forum discussions, as well as third-party syndicated data. This includes consumer survey data and insights from GWI (GlobalWebIndex), a syndicated consumer research platform.