Bad trip advisors

Tao Guides – Hate to Protect

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Agency TBWA/Paris

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Credits

powered by

Agency TBWA/Paris
Executive Creative Director Benjamin Marchal
Executive Creative Director Faustin Claverie
Art Director Francois Claux
Art Director Swann Richard
Chief Technical Officer Ivan Zindovic
Music Supervisor Thomas Jacquet / (Music Supervisor)

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A white sand beach, fringed by palms, lapped by clear sapphire waters teaming with turtles? Nah, don’t go there, it’s rubbish.

Leveraging the insight that 84 per cent of people trust online reviews as much as recommendations from friends, Guides Tao, France's first sustainable tourism brand, has launched a new viral comms drive that cheekily reverses travel companies' usual messaging, by telling punters the places they're researching are actually a bit naff. The aim being to preserve fragile natural sites from the ravages of tourism.

TBWA\Paris created the campaign, Hate to Protect, to deter holidaymakers from visiting some of the most wild and vulnerable places. Using popular review sites, they trolled each location’s online reputation by posting negative comments.

They selected natural areas that are likely to be exposed in the coming months to a large influx of visitors, which could cause irreversible damage to ecosystems and endemic species. They also ensured that the targeted locations were free of economic activity and that the operation would not penalise any trade or employment.

The comments also redirected readers to more sustainable destinations and places that align with Guide Tao’s charter.

The campaign also invites users to get involved at the HateToProtect.com platform and join a community of haters. Users can leave a negative review or suggest sensitive places that need protection, plus they can also discover and sign the charter of the committed traveller proposed by the Guides Tao.