Campaign: TripAdvisor/Kiva Partnership
Nonprofit Partner: Kiva
Launch Date: December 4, 2012
Travel site TripAdvisor and micro lending platform Kiva have launched a unique new partnership connecting travelers from the TripAdvisor community with Kiva borrowers in countries the travelers have visited. When a traveler reviews a hotel, vacation rental, restaurant or attraction in a Kiva-supported country on one of TripAdvisor’s English-language sites, that reviewer is eligible to make a $25 microloan to a recipient in that country funded by TripAdvisor.
The first thing that stands out about this partnership is the solid brand/cause fit. This partnership rewards travelers for sharing their experience on TripAdvisor (a foundational part of the TripAdvisor business model) by offering the reviewer the gift of giving back to a country that is top of mind. Travelers are likely an ideal consumer group for Kiva, and this partnership delivers the Kiva message directly to those consumers who may be highly receptive to a country-specific message.