The insight came from Expedia’s research on consumer behavior when choosing travel destinations. It turns out that more than half of travelers now say that TV shows and movies inspire their travel plans. It’s a phenomenon called Set-Jetting.
Since TV shows are more of a draw for destinations than Instagram, Facebook, and TikTok, the time has come for Netflix to acknowledge the success of its shows with a bold yet funny move: shifting from a streaming platform to a travel agency.
The idea
Netflix promotes shows' locations, inviting everyone to embark on new journeys and aligning entertainment and travel.
EXECUTION
Every billboard keeps the original title treatment of the show but with a twist: we changed the titles of the shows to promote the location that brought it to life. In addition, the iconic red bar of Netflix becomes an airplane taking flight and linking the story of the show with the start of the journey.
The campaign also runs on print and magazine adv promoting both shows and locations.
The campaign was also launched on social media with sponsored stories based on what you recently saw on Netflix.
Every story has a message related to the show that invites you to live your story in the location.
Thank you for traveling until here.
