[WATCH] The White Lotus Effect: From Screenplay to Stays
Minor Hotels & EME win Platinum award at the HSMAI Adrian Awards!
The goal of this campaign was to harness the global anticipation and virality of HBO’s award-winning series, The White Lotus, while tapping into the growing travel trend of “Set Jetting,” where film-inspired tourism is on the rise. Minor Hotels strived to monetise the viral effect that the wildly famous HBO series ‘White Lotus’ brought in for Thailand. With filming taking place at Minor Hotels’ Anantara Lawana Koh Samui Resort, Anantara Mai Khao Phuket Villas, and Anantara Bophut Koh Samui Resort, the objective of this campaign was to promote Anantara properties in Koh Samui and Phuket as must-visit destinations.
By showcasing the destinations and our properties as official filming locations, the campaign sought to elevate brand awareness, reinforce Anantara’s luxury positioning, and inspire international travelers to book immersive, cinematic getaways in Thailand, infused with heritage and culture.
The campaign was designed as a full-funnel strategy, delivering a unified message across Google Ads, YouTube, DV360, Meta, and TikTok to maximise impact. Each stage of the funnel was mapped to the most effective channels to guide travelers seamlessly from discovery to booking:
-Awareness: YouTube, Display, TikTok, and Social Web Traffic campaigns built excitement by showcasing the destinations as cinematic icons, sparking curiosity among broad audiences.
-Consideration: Performance Max and generic keyword campaigns capitalised on trending searches—such as “White Lotus season 3 filming destination” and “Which hotel did Blackpink Lisa film White Lotus in?”—to capture intent at its peak
-Conversion: Brand keyword campaigns and Social Remarketing nurtured high-intent audiences, reinforced with tactical offers such as “Lotus Awakening” to drive bookings.
By blending cultural relevance with Anantara’s luxury positioning, this integrated approach ensured that the right travelers were reached with the right message at the right moment.
