Expedia announced to be Netflix’s first global advertising partner

The collaboration kicks off in Japan this month with Expedia’s national campaign

Netflix has revealed that Expedia will serve as the inaugural global advertising collaborator to roll out a multi-market campaign on Netflix's ad-supported subscription plan throughout 2024. The partnership, deemed unprecedented, signifies a substantial move for Expedia Group's aspiration to expedite worldwide expansion while bolstering Netflix's advertising proposition across multiple countries, reaching over 23 million monthly active users globally, according to a media statement. The venture commences in Japan this month, with Expedia launching a notable national campaign to reaffirm its position. Other markets included in the advertising agreement are the United States, Canada, Mexico, the United Kingdom, France, Germany, Australia, and Brazil. In addition, Expedia Group and Netflix have announced Expedia Group's role as alpha measurement partners in the United Kingdom and Brazil. Together, they pledge to advance product innovation, aiming to enhance viewer ad experiences and success metrics.

Expedia's brand platform, centered on "Made to Travel," maintains a consistent global stance, with tailored executions crafted by an in-house creative team for each market. Netflix will broadcast Expedia's localized creatives in the respective countries, with several launching by February. The inaugural campaign in Japan, titled "Two Step," portrays a group of friends traveling to the USA for line dancing tailored to Japanese culture with the tagline "Expedia. Step out. Every day." The content will be delivered predominantly as 60-second anthemic spots on Netflix, showcasing Expedia's package price tracking tools. Directed by award-winning director Hiro Murai, the film was produced in-house.