At hotels across the country in top ABC markets, Doctor Odyssey outfitted the resort pools with luxe navy-and-white-striped towels.Photo: Jonathan Na/Experiential Supply Co.
ICYMI: Ryan Murphy’s Doctor Odyssey is set aboard a luxury cruise ship where the new onboard doctor (played by Joshua Jackson) and the medical team navigate unique crises.
With the goal of bringing the high-seas vibe to shore, the campaign consisted of complimentary shopping sprees at The Grove, The Americana, and Palisades Village in Los Angeles; trendy hotel pool takeovers; and a window display takeover at Saks Fifth Avenue’s flagship store in New York City.
“The Doctor Odyssey campaign leaned into three strategic pillars that all tactics laddered back to, creating a distinct thread that remained consistent throughout our storytelling across multiple platforms,” explained Laura Lovas, vice president of strategic partnerships and events at ABC Entertainment.
“'Big Deck Energy' is our tagline for the series, but also an attitude we have fully embraced with both the tone and the sheer scale of the campaign,” she added.
From unexpected travel upgrades to shopping sprees, the element of surprise played a big part in the campaign in the hopes that folks would share their experiences.
“We’ve invited consumers into the world of Doctor Odyssey via a wide range of executions across a variety of mediums in a way that feels personal and makes them a part of it and—equally important—makes them want to talk about it,” Lovas said.
“We leaned into the idea that everyone deserves a taste of that upper deck lifestyle, a chance to have their experiences elevated in a way that resonates with what they can expect from the show itself. When you give a potential viewer that direct, emotional connection with the brand, you build affinity, word of mouth, and, of course, active viewership.”
From Sept. 17 to Oct. 10, ABC and Saks collaborated on editorial storytelling for Saks.com as well as digital marketing to drive awareness for the series, while five window displays at the NYC store depicted scenes from the series, complete with authentic props and costumes from the set.
Also at 12 hotels across the country located in top ABC markets, Doctor Odyssey provided luxe navy-and-white-striped towels and branded bags filled with water and snacks, as well as self-care items like sunscreen and personal fans.
Participating hotels included The London West Hollywood at Beverly Hills, Mondrian Los Angeles, and Hotel Ziggy in Los Angeles; Gansevoort Meatpacking in New York City; Sanctuary Camelback Mountain and Fairmont Scottsdale Princess in Arizona; Hotel Greystone in Miami; Wave Resort & Spa in New Jersey; Radisson Blu Aqua Hotel in Chicago; Southall Farm & Inn in Nashville, Tenn.; Warwick in Denver; and Hôtel Swexan in Dallas.
“The ultimate goal of the Doctor Odyssey campaign was to break through the clutter and to create a cultural moment that potential viewers couldn’t help but take note of as we worked to cement Doctor Odyssey as the hottest show of the fall season—and that’s exactly what’s happening,” Lovas said, referring to the growth in viewership numbers.
The premiere episode reached up to 8.27 million viewers across platforms in the first three days, making it ABC's most-watched drama debut in four years.
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