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S7 Airlines Launches ‘Visit Earth’, the First Travel Show for Aliens

07/03/2019
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Campaign from Wieden + Kennedy taps into the often-overlooked extraterrestrial audience

Introducing ‘VISIT EARTH’ - the first-ever travel show for aliens and the first-ever series to be beamed into outer space. Created for S7 Airlines, the six-episode comedic documentary series (think Planet Earth meets Hitchhiker’s Guide to the Galaxy), celebrates and promotes our planet in all its glory.

Earth is an amazing place, full of incredible things. But being human, sometimes we tend to forget how awesome our planet really is. Created by Wieden+Kennedy Amsterdam for S7 Airlines, VISIT EARTH aims to convince aliens to visit our planet and perhaps, in the process, remind the good people of Earth that we have a pretty great home worth exploring. The long-form episodic content, which has already been viewed over 35 million times in Russia after first launching there late last year, is today available for English-speaking extraterrestrials. 

Dedicated to the themes of Nature, Food, Parties, Art, Sport and Love (see below for episode descriptions), six episodes (each around 12 Earth minutes long) introduce its viewers to these topics, as if they’ve never experienced them before. W+K Amsterdam - who developed the idea, wrote the scripts and collaborated with director Mackenzie Sheppard - searched the globe for obscure stories that would entice our alien friends, such as Italian cheese bowlers and Icelandic nudists. Travelling to Iceland, Italy, Japan, Thailand and Russia, the team merged real travel footage with graphics, comedic narration and even commercials for things like gravity, air and dumplings. The editing process was also helmed by W+K, along with producing the animation sequences, titles and composing several musical pieces. 

Evgeny Primachenko, W+K Amsterdam Creative Director, says: “Earth is awesome. It has ice cream, waterfalls, mountains, beaches, cute puppies and seven-string guitars, parties and so much more. But sometimes we can take our planet for granted. Creating Visit Earth was a great opportunity to not only produce content that would achieve S7’s brief to raise brand awareness, but also to make something that reminds all of us how lucky we are to live here and have the privilege to call ourselves earthlings.”


VISIT EARTH was hosted on an online hub where Russians could also become ‘Earth Ambassadors’ and create travel guides for aliens to be in to win airline tickets. It was promoted via TV, cinema, social, OOH, radio and digital activations. 

Eleonora Romanova, Marketing Director S7 Airlines, says: "The mission of the S7 Airlines brand is to inspire people to travel. Nowadays, with TV views decreasing and younger audiences turning more to online platforms, unusual content is increasingly in demand. This presented us with an opportunity to engage and inspire our audience in a different way. We placed our bets on the creation of this unique online series and it worked. By mixing documentary style content with humour and targeting the series to aliens, Visit Earth is a positive and fun reminder for all Earthlings that our planet is still the best place to travel in the universe. We're excited the show is now available in English, and hope that more people on Earth will enjoy the series and be inspired to get out there and explore."

To actually invite aliens to Earth, the series was also beamed into space on November 23 by the specialists at Bauman Moscow State Technical University with an RT 7.5 radio telescope and a specially developed transmitter. The signal is expected to reach exoplanet, Gliese 581c, in 20 years.

Blake Harrop, W+K Amsterdam Managing Director, says: “We love to challenge conventional wisdom at Wieden+Kennedy, but it’s not often that we challenge our clients on their assumption that human life forms are the most logical target audience for their marketing investment. At our core, we’re a creative company of makers, and this travel show allowed us to create, record, design, curate and conceptualize in a way that moved away from advertising formats and focused on producing content that people simply want to engage with. We’re proud to partner with S7 Airlines to continue building their brand, both terrestrially and otherwise.” 

Earthlings and aliens can watch the travel show in English now at visitearth.s7.ru/en.

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