Netflix’s subscription model with advertising, already available in the United Kingdom, was the format chosen by Madeira to promote the region as a tourist destination in that market. With creativity by BAR Ogilvy and media planning handled by Nova Expressão, the campaign, which had already been communicated in other formats, will now be broadcast through the streaming platform, in a move that, believes Eduardo Jesus, president of the Madeira Promotion Bureau, will make it possible to capitalise on the fact that it is a model that is “also new for subscribers”. The introduction of advertising on Netflix, it should be recalled, has been a reality in 12 markets since the end of last year, with Portugal not among the launch group for this subscription model.
“Being, for now, an option that is available only in some markets, the aim is to take advantage of subscribers’ predisposition to be impacted by ads, thereby reinforcing the positioning of the Visit Madeira brand among the public and helping to keep the destination top of mind for travellers from the United Kingdom,” it says in a statement, in which Madeira underlines that it is “the first Portuguese destination to use this new Netflix feature”.
“We like to innovate in everything we do, and this form of communication and of reaching the public is a unique opportunity for us to stand out as a tourist destination of choice. The United Kingdom is one of the region’s main source markets, but we believe that, by using this new channel, which is also new for subscribers, we will reach other markets,” says Eduardo Jesus, president of the Madeira Promotion Bureau.
