Following the launch of Netflix’s ad-supported plan and extensive transformation at Expedia Group, the partnership aims to accelerate traveler growth in many of the streamer’s ad-supported markets.
Expedia Group and Netflix announced that Expedia will be the first global advertising partner to activate a multi-market campaign on Netflix’s ad-supported plan throughout 2024. The first-of-its-kind partnership marks a significant step in Expedia Group’s ambition to further accelerate global expansion while reinforcing Netflix’s multi-country advertising offering to advertisers and members, now reaching more than 23 million global monthly active users.
The collaboration kicks off in Japan this month as Expedia re-establishes its position with a significant national campaign. Additional markets in the advertising partnership include the United States, Canada, Mexico, United Kingdom, France, Germany, Australia and Brazil. Expedia Group and Netflix also announced that Expedia Group are alpha measurement partners in the United Kingdom and Brazil and together are committed to driving product innovation, striving to evolve and improve viewer ad experiences and success measurement.
Expedia’s brand platform delivers a consistent global position, “Made to Travel,” with thoughtfully crafted executions, developed by an in-house creative team for each market. Netflix will air Expedia’s localized creative in each of the respective countries, with several launching through February. First up is Japan and “Two Step,” a brand new creative specifically produced for the Japanese traveler. “Two Step” tells the story of a group of friends traveling to the USA for their passion, line dancing. The global brand platform is localized to Japanese culture as “Expedia. Step out. Everyday.” The work will be delivered on Netflix via predominantly :60 second anthemic spots, featuring Expedia’s package price tracking tools. The film was directed by award-winning director Hiro Murai and produced in-house.
“With years of brand and technology transformation behind us, we’re now leveraging new capabilities to go on the offense globally: winning AI based products, reinvented brands, and a loyalty construct in One Key that offers customers one travel ecosystem for all their needs,” said Jon Gieselman, president, Expedia Group. “As global consumer habits rapidly evolve, we are always looking for innovative opportunities to showcase our brands and story-tell locally. Netflix’s product allows us to reach a rapidly growing audience. We aren’t afraid to be first and I look at this partnership as just the beginning.”
“We’re excited to be working with Expedia, our first global advertising partner,” said Amy Reinhard, President of Advertising at Netflix. “This first-of-its-kind partnership will offer our engaged ad-supported members contextually relevant ads creatives, making the viewing experience even more enjoyable, while also making Netflix a global destination for our advertising partners.”
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
