+151%
Uplift in viewers’ understanding
+105%
Uplift in positive sentiment for destinations
+53%
Uplift in intention to book
+1.1m
views from 500k unique viewers
Original entertainment series following renowned photographers journey to overlooked destinations
CHALLENGE
How do we get travellers to reappraise low-consideration destinations, when unfamiliarity and outdated perceptions keep them off the shortlist? The task: shift perception at scale, and convert that shift into measurable booking intent.
APPROACH
We created Beyond The Frame – a returnable series following world-renowned photographers on creative journeys. Seeing these destinations through the eyes of artists chasing the perfect shot – revealed the culture, energy and beauty that enabled audiences to see these destinations in a new light.
IMPACT
Drove triple digit lifts in destination understanding and intention to book. Saudi episode has over 1m views. Winner of Travel Marketing and Digiday awards.
SYNOPSIS
The series follows photographers such as Holly Marie-Cato and Jade Healy explore destinations – capturing every moment through their lens. The photographers own audience skews towards the traveller demographic these markets are trying to reach.
The series is available across YouTube and VOD – Sky, ITVx and CTV Fast Channels.
AUTHENTICITY THROUGH LOCAL VOICES
Local contributors in the film were spotlighted to showcase the contempory culture of each destination – entrepreneurs, artists, chefs. A modern, authentic face on each destination rather than relying on familiar tourist-board imagery.
AWARDS
Digiday Awards: Best Longform Film
Travel Marketing Awards: Gold – Best Video
Travel Marketing Awards: Bronze – Best Campaign
Travel Marketing Awards: Gold – Best Video
Travel Marketing Awards: Bronze – Best Campaign
SHOPPABLE
The series is fully shoppable via Expedia allowing audiences to book the same hotels and experiences seen in the series.
SOCIALS
The longform series is supported by social series across Instagram, Shorts and TikTok. These are bespoke platform-native ideas featuring top tens, photography tips and behind the scenes.