Expedia Beyond the Frame

The Challenge: Every lesser-known destination wants to tout its ‘FOMO’ creds in travel marketing, but how do you truly shift travellers’ knowledge and perception of what a place has to offer?

The Approach: Casting a relatable and warm filmmaker host, our series Beyond The Frame took viewers on a journey of adventure and discovery through vibrant and picturesque Azerbaijan in the first episode.

The Results: +175.7% uplift in viewers’ understanding of what Azerbaijan has to offer as a vacation destination

+139.9% uplift in positive sentiment towards Azerbaijan as a destination worth visiting +75.3% uplift in likelihood for future booking.