The Client: Tripadvisor

The Brief: Tripadvisor brought on Laura Begley Bloom to develop The WeekEnder, a new editorial product published as both a subscriber-based newsletter and online series, and to define its content strategy, voice, and structure from the ground up.

The Approach: Laura conceived and built The WeekEnder as a scalable franchise, developing its format, tone, and storytelling framework to deliver highly actionable content. She established a repeatable structure that could be adapted across destinations and worked closely with Tripadvisor’s teams to align editorial with audience and business goals, including sponsorship integration.

Results: Over five years, Laura partnered with Tripadvisor’s marketing and editorial teams to build and grow The WeekEnder into one of the brand’s top-performing newsletters. The series drove strong open rates and consistent engagement while inspiring consumers to use Tripadvisor tools to plan and book travel. In addition, Laura contributes to Tripadvisor’s editorial division as a writer and editor; you can see more here.

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