Serving an audience of 18–35-year-olds doesn’t just mean latching on to social trends or highlighting popular destinations—they’ve seen it all before.

To truly stand out, EF Ultimate Break needs to embed our brand (and our trips), into culture a way that’s impossible to ignore.

The concept of “set-jetting” has been taking off (pun intended), and travelers are booking it to different locations around the world to experience the filming locations of their favorite movies and TV shows. Think: Dubrovnik for Game of Thrones or Paris for Emily in Paris.

So we hopped on the Airbus and created a special 22-day trip inspired by The White Lotus for fans of the show to geek out together—IN Thailand for season 3.

Not only did we drop the trip right as The White Lotus season 3 premiered, but we sent a team to Thailand to create immersive content inspired by each episode. And, after every new episode, we updated the itinerary to include the featured destinations and experiences.