“The White Lotus” Season 3 and Its Marketing Impact

Source: Wikipedia

Season Three of the television phenom “The White Lotus” debuted this week and it’s already off to a smashing start, or should I say what’s been called “The White Lotus” Effect is already off to a smashing start. Meaning the impact has already been felt far beyond just television ratings (which BTW for the first two nights of the first episode, viewership this season has exceeded last season by 90%, which had already blown away the prior season!).

Season Three takes place in Thailand, centered around the Four Seasons Hotel/Resort in Koh Samui. Tourism had already skyrocketed for various destinations in Thailand since the show’s location was announced, and the hotel property is experiencing record reservations.

Smartly so, the show features a newcomer from Thailand … Lalisa Manobal who is a Thai rapper and singer and a member of South Korean K-pop group Blackpink. And because there are no coincidences in marketing she will release her first solo album next week. Her presence has added tremendously to the show’s appeal and to the impact on the renewed interest in Thailand, its culture, and tourism there.

But of course, there are also a bunch of “resort-style” collaborations to go with the season’s launch, adding to those brands’ impact as well. “Conde Naste Traveler” lists them all in an article here, but what captured my eye right away were the collections from Away luggage (as seen in the show) and the Nest candles that smell just like the resort in the show. Fabulous!

Gotta love a good marketing collab!

And to think, we are only one episode into the Third Season and we are already seeing the impact! Much more to come, and I’m betting there’s going to be a Season 4 in yet another exotic location AND I’m betting there’s betting for who’s going to get said location. Much like the location of the Olympics!

Can your brand get in on the impact? What’s your experience? JIM