Escape to the Shade
Morticia Addams needed a getaway. We made sure it was exquisite.
Project Overview
Booking.com needed to demonstrate that its platform could serve every type of traveller. The solution was to test that promise against an unlikely benchmark: Morticia Addams.
In partnership with Netflix’s 'Wednesday', Gravity Road created a campaign starring Catherine Zeta-Jones that transported the Addams matriarch from her gothic home into a series of aspirational destinations available on Booking.com. The contrast did the work, showing the platform’s range through character rather than messaging.
The campaign was built directly within the 'Wednesday' universe. Original members of the production team — from costume to cinematography — were brought back to ensure the tone, visual language and humour felt authentic to fans.
By grounding the work in cultural truth, the campaign delivered genuine fan engagement while reinforcing Booking.com’s core proposition: whatever you’re booking for, it’s already there.
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