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    TripAdvisor breaks ground on HQ

    TripAdvisor Inc., a travel review website currently based in Newton, held a Monday groundbreaking ceremony for its new 282,000-square-foot headquarters at Center 128 in Needham.

    TripAdvisor tapped into the power of social media right from the company’s start in 2000 by inviting travelers to write online reviews of hotels and attractions.

    The company recently launched its first TV ad campaign. The tag line: “Every experience counts.”

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    The company said at that time that there were 260 million unique visitors to TripAdvisor every month.

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    Among the dignitaries at the ceremony were Governor Deval Patrick, Needham Board of Selectman chairman Dan Matthews, and Justin Krebs, principal of Normandy Real Estate Partners, said TripAdvisor.

    Chris Reidy

    Chris Reidy can be reached at reidy@globe.com.