Expedia Group and Netflix forge global advertising partnership

Expedia Group announced its partnership with Netflix. 

Expedia will be the first global advertising partner to activate a multi-market campaign on Netflix’s ad-supported plan throughout 2024.

This partnership aims to help Expedia Group expand globally while reinforcing Netflix’s multi-country advertising offering to advertisers and members.

The collaboration kicked off in Japan this month with a national campaign. Additional markets in the advertising partnership include the United States, Canada, Mexico, United Kingdom, France, Germany, Australia and Brazil.

The campaign “Made to Travel,” was developed by an in-house creative team for each market. Netflix will air a localised creative of the campaign in each of the respective countries, with several launching through February.

First up is “Two Step,” a creative specifically produced for the Japan market. “Two Step” tells the story of a group of friends travelling to the USA for their passion, line dancing. The global brand platform is localised 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 director Hiro Murai and produced in-house.

Jon Gieselman, president, Expedia Group, said, “With years of brand and technology transformation behind us, we’re now leveraging new capabilities to go on the offence globally: winning AI based products, reinvented brands, and a loyalty construct in One Key that offers customers one travel ecosystem for all their needs. 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.”

Amy Reinhard, President of Advertising at Netflix, said, “We’re excited to be working with Expedia, our first global advertising partner. 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.”

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