Madeira is the first Portuguese destination to use the new Netflix feature – subscription with advertising – specifically designed for the UK market, as well as promoting the island through its streaming platform.
Being, for now, an option that is available only in some markets, the goal is to take advantage of the predisposition of subscribers to be influenced by advertisements, thus reinforcing the positioning of the Visit Madeira brand with the public, and highlighting Madeira as an ideal travel destination for UK travellers, which remains one of the most important and successful Madeiran tourism markets.
Eduardo Jesus, President of the Madeira Promotion Association, says: “We like to innovate in everything we do, and by reaching the public through this unique opportunity allows Madeira to stand out as a tourist destination of choice. The UK is one of the leading issuing markets in the region, but we believe that by using this new channel, we will reach other markets.”
“Experience Madeira for yourself” is the motto of the new destination campaign for this year, which invites travellers to visit the region and experience everything Madeira has to offer.
Netflix’s new advertising subscription method has been available in 12 countries since November 2022, but Portugal is not yet included.
The campaign was designed by Bar Ogilvy, and media agency, Nova Expressão (New Expression), handled the communication and strategy planning.
Samantha Gannon
info at madeira-weekly.com
