Away’s 'Travel Changed Me' Film Captures the Power of Exploration
Georgia Wray Norsten — April 8, 2025 — Marketing
References: adage
'Travel Changed Me' isn’t just the title of Away’s latest campaign; it’s a vivid expression of how transformative travel can be. In this cinematic 90-second film, the travel lifestyle brand taps into the raw, sensory power of discovery, reminding us that some journeys change more than your location.
Shot on 35mm film in the heart of Thailand by Jordan Hemingway and FKA twigs, the piece follows a woman drifting through Bangkok, suitcase in hand, as she immerses herself in the city’s sights, sounds, and soul. From bustling streets to serene waterways, every moment builds to a quiet revelation: she’s no longer the same.
This campaign, created with American Haiku and tied to HBO’s 'White Lotus' Season 3, positions Away as a portal to self-discovery.
Image Credit: Away
Shot on 35mm film in the heart of Thailand by Jordan Hemingway and FKA twigs, the piece follows a woman drifting through Bangkok, suitcase in hand, as she immerses herself in the city’s sights, sounds, and soul. From bustling streets to serene waterways, every moment builds to a quiet revelation: she’s no longer the same.
This campaign, created with American Haiku and tied to HBO’s 'White Lotus' Season 3, positions Away as a portal to self-discovery.
Image Credit: Away
Digital Detox Travel Hardware
Consumers are adopting dumbphones and single-purpose gadgets as essential travel hardware to minimize digital distractions during summer trips.
Question 1
During a summer leisure trip, have you ever left your usual smartphone behind and used only a basic phone or "dumbphone" with limited functions?
Question 2
What was the MAIN reason you used this type of device during your trip?
Question 3
On a future leisure trip, how likely would you be to leave your smartphone behind and use only a basic phone with limited functions?
Trend Themes
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Immersive Travel Experiences — Immersive travel experiences capture the emotional and sensory aspects of exploring new destinations, offering opportunities to revolutionize how brands engage with globetrotters.
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Cinematic Brand Storytelling — Cinematic brand storytelling leverages the power of film to create emotionally resonant narratives, opening new avenues for brands to connect deeply with audiences.
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Transformative Travel Narratives — Transformative travel narratives highlight personal growth and self-discovery through exploration, influencing how tourism brands market lifestyle changes.
Industry Implications
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Travel and Tourism — The travel and tourism industry can innovate by offering personalized journeys that emphasize personal transformation and self-discovery.
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Film and Entertainment — Film and entertainment industries explore new content creation strategies by blending brand narratives with engaging, cinematic experiences.
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Marketing and Advertising — Marketing and advertising industries can evolve by crafting storytelling campaigns that connect emotionally with audiences, utilizing authentic destination imagery.
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