The campaign, created by agency Space City Productions, breaks on 26 December on ITV1 Northwest, and will be rolled out nationally in spring next year. Media buying is handled by Mediacom North.
A 30-second ad features 'destination experts' from www.simonseeks.com. The experts are travel writers who review hotels, restaurants and provide ideas of things to do for consumers in 50 locations worldwide.
Simon Nixon, founder of Simonseeks.com, said: "We have been developing our content and functionality since our launch so we can offer a unique combination of Expert reviews from some of the most experienced travel writers out there with our Community Guides.
"It's about time that there was a credible alternative to the likes of Tripadvisor and we feel Simonseeks offers the consumer just that."
"We are offering the consumer the ability to cut through the information overload which has developed with the spread of user generated content and get straight to reliable advice they can really trust."
Nixon, who founded moneysupermarket.com, launched the website in June 2009. It hosts user reviews of destinations and restaurants, allowing consumers to become "online travel agents". People who submit reviews are paid for them according to the amount of times they are read.
The site won Website of the Year at The Good Web Guide's inaugural awards in November last year.