Expedia-owned TripAdvisor, a travel site consisting of user-generated content, this week launched a multimillion-dollar integrated ad campaign intended to drive traffic to the site, reports ClickZ. Boston-based Connelly Partners worked with TripAvisor on the effort, which consists of radio and newspaper ads, display ads in tourist destinations and airports, and online ads Fodors.com, Budget Travel Online, Travel Channel and on Tacoda's behavioral network.

TripAdvisor this year began selling graphical online advertising rather than only cost-per-click text ads. It signed a representation deal in February the Travel Ad Network (TAN), and its sales force has also been dealing with travel advertisers.

The new campaign centers around 25 PDF summer-travel guidebooks compiled by the site's users; the ad campaign points users to the download pages. Visitors provide their email address to download the PDFs and are entered into a sweepstakes. TripAdvisor will use the addresses for email marketing.