Doctor Odyssey Sets Sail With Deluxe Marketing Campaign

“We brought costume designers and set decorators from the show to work with Saks directly,” Weir reveals of the displays, which were viewable from Sept. 19 to Oct. 2. The show’s looks remain shoppable on the store’s website, and there’s still time to enter a Saks/ABC sweepstakes that wraps up on Oct. 15 and includes a $10,000 shopping spree amidst its perks.

Weir describes that sweepstakes package as the “ultimate wish fulfillment” for landlocked luxury lovers. “We wanted to provide people with this taste of fantasy that’s synonymous with the show.”

Outside of New York, meanwhile, ABC dived into resort pool takeovers in such cities as Los Angeles, Chicago, and Nashville. Visitors to those locations swam away with Doctor Odyssey-branded essentials like snacks, sunscreen, and, of course, towels.

Upgrade U

In the world of Doctor Odyssey, Jackson’s charity-minded medical professional, Max Bankman, makes a surprise career pivot into being a cruise ship sawbones. Accordingly, ABC built surprises into its campaign, awarding travel and shopping upgrades to unsuspecting consumers.

For example, shoppers at The Grove in Los Angeles scored gift cards and champagne service on Doctor Odyssey’s dime. And travelers booking flights on Tripadvisor or Expedia or rides on Uber had their bookings upgraded for free. Weir’s favorite surprise upgrade? Re-booking a group of Las Vegas-bound revelers from a commercial flight to a private jet.

“It was fun to be able to go out there and delight our viewers in these unexpected places,” she said.

Even if you missed the pre-premiere phase of the marketing campaign, there are plenty of additional opportunities to jump aboard.

“We have an extensive media plan that’s continuing for the next several episodes,” Weir notes. “If you’re going to binge a couple of episodes on Hulu, we want you to feel as welcome as people who are watching week-to-week on ABC.”