Travel the Screen
Client: Booking.com
Agency: Amazon’s Brand
Innovation Lab
Brands: Prime Video
Scope: Creative Direction, Strategic Direction, Scriptwriting, Film Production
Year: 2024
I made it easier for people to travel to the worlds they see on TV.
Booking.com has a wide variety of accommodations, but they’re known mostly for hotels in the U.S. They tasked Amazon with shifting that perception.
Streaming content is now the top source of travel inspiration with nearly 2 in 3 travelers inspired to visit a destination after seeing it on screen.¹
Tuning into that insight, I created “Travel the Screen” a program that enables viewers to learn more about and visit the places they see in Prime Video movies and series.
First, viewers could travel from Coachella to Cote d’Azur like Anne Hathaway in the Prime Video Original film, “The Idea of You.” Then, I transported viewers to Middle Earth with the first-ever Prime Video commercial spot themed around a show’s content, which ran on the second season of Rings of Power, Season 2.
Campaign Details
1.
Amazon.com
Interactive Experience
(The Idea of You)
2.
Fire TV Interactive Experience
(The Idea of You)
3.
On Location Video with IMDb
(The Idea of You)
4.
Prime Video Commercial Spot
(Rings of Power)
1. Amazon.com Interactive Experience (The Idea of You)
2. Fire TV Interactive Experience (The Idea of You)
3. On Location Video with IMDb (The Idea of You)
4. Prime Video Commercial Spot (Rings of Power)
The Idea of You
#1
on Prime Video Globally
42M
impressions in the first week
9M
video completes in the first week
Rings of Power
81%
favorable opinion of the commercial
8 in 10
said it made them more
interested in Booking.com
Credits
Creative Director: Sara Wald
Sr. Art Director: Kevin Reilly
Art Director: John Ta
Sr. Brand Strategist: Alex Cohen
Solutions Manager: Brittany Culley
Sr. Copywriter: Andrew Burke
Interactive Designer: Elaine Yau
Executive Producer: Carrie Schaer
Producer: Stephanie Dziczek
Senior Design Technologist: Nick Fox
Design Technologist: Nathan Crenshaw
Natalie Wills, VP Brand Marketing at Booking.com
“This is so exciting for the Booking.com team and just the start of an amazing partnership with Amazon.”
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![A sad girl with wearing headphones]()
When You Can't Say It, Play It
Ad Council x Alexa x Amazon Music
-
![Woman looking at desert horizon]()
The Regeneration of Travel
Marriott Bonvoy x The Washington Post
-
![Woman in taxi cab]()
Travel the Screen
Booking.com x Prime Video
-
![A Father playing with his daughters]()
The Changing Face of Masculinity
Harry’s x The Washington Post
-
![A woman walking down an Italian street]()
Travel to the Pasta Queen's Italy
Expedia x Prime Video
-
![3 smiley faces on a yellow background]()
The Good News Effect
Mike’s Hard Lemonade x The Washington Post
