TripAdvisor is returning to television advertising in a relatively modest way in 2017 after a two-year absence as it pivots away from an earlier “book, book, book” message and positions itself as the place to help users “find and book the the best hotels at the lowest prices.” That’s how the company characterized the thrust of its upcoming $70 to $80 million TV campaign to be rolled out in the United States and select other markets later this year, as TripAdvisor released its first quarter earnings - but it isn’t necessarily the verbiage it will use in its campaign. There was a lot of interest in whether TripAdvisor would return to TV and concern about the costs. The company said it believes that TV will take up a larger portion of its marketing mix in future years but for 2017, “we expect the channel will have a below-break even return on advertising spend profile.” Get the full story at Skift Read also "Investors happy as TripAdvisor pulls back from struggling Instant Booking" and "TripAdvisor relaunch to focus on price, consistency and user experience"