Marketing Chronicles

What if your holiday tree wasn’t made of pine, but of … suitcases? Yes, you heard right! Forget twinkling lights and oversize ornaments this season, and imagine a Christmas tree entirely out of carry-on suitcases. 

Netflix just flipped the script on holiday marketing with a stunt no one saw coming. The Luggage Tree wasn’t just décor—it was a head-turning, social media-fueled spectacle that blurred the lines between branding and storytelling, seamlessly tying into Carry-On’s high-stakes thriller and the holiday travel craze.

Why did this hit so hard? Because it wasn’t just a flashy gimmick—it was a masterclass in emotional marketing. Travel and the holidays go hand in hand, packed with nostalgia, reunions, and last-minute dashes through the airport. By reinventing a classic Christmas symbol with stacked carry-ons, Netflix didn’t just grab attention—they made people feel something.

And just when you thought the buzz stopped at the installation, TikTok took it to the next level. Videos of travelers side-eyeing red ribbons on their suitcases—an eerie nod to Carry-On’s plot—started racking up views, turning everyday travel moments into viral marketing gold. This wasn’t just a campaign; it was an experience that followed audiences long after they scrolled past it.

Compared to your standard holiday campaigns dripping in clichés, Netflix played it cool. No over-the-top celebrity cameos. No predictable sentimental montages. Just a bold, cinematic flex that got people talking. This is experiential marketing at its best—immersive, organic, and effortlessly cool.

Of course, pushing boundaries comes with its risks. Some skeptics wondered if the subtle branding was too subtle, while others questioned if the stunt would click with those unfamiliar with Carry-On’s plot. But the sheer wave of organic engagement proved one thing: mystery and intrigue are marketing’s most underrated power moves.

The bottom line? The best marketing doesn’t just sell—it sticks. Netflix didn’t just advertise a movie; they turned it into a moment. And that’s how you carry on a campaign.