As part of the partnership, Netflix will begin airing localised creative in respective markets this month.
Netflix and Expedia are flexing their international muscle with a campaign aimed at the more than 23 million global monthly active users (MAUs) of the streamer’s ad-supported tier. As part of the partnership, Netflix will begin airing localised creative in respective markets this month. The content is part of Expedia’s “Made to Travel” brand platform and was developed by an in-house creative team. Through the deal, Expedia will run a variety of ads, including 15-, 30- and 60-second spots, tailored to each country.
Amy Reinhard, who took over as president of advertising at Netflix in October, said, “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.”
Jon Gieselman, president of the Expedia Group, in a statement, said, “As global consumer habits rapidly evolve, we are always looking for innovative opportunities to showcase our brands and story-tell locally. Netflix’s sophisticated product allows us to target relevant audiences with impressive reach. We aren’t afraid to be first, and I look at this partnership as just the beginning.”
The first execution will launch in Japan, with Netflix airing “Two Step,” a 60-second anthem spot directed by Hiro Murai (“Atlanta,” “The Bear”). The commercial features a group of Japanese friends travelling to the U.S. to pursue their passion, line dancing.