Case study · Client work
Paris by Emily PR Case Study: 550M+ Impressions
5W handled marketing and messaging for DHARMA's Paris by Emily launch, turning a pop culture phenomenon into 550 million-plus impressions.
550M+
Media impressions
6
National and travel outlets named, including USA Today and The Washington Post
Overview
The brief from Paris by Emily PR Case Study: 550M+ Impressions
PRACTICE: Earned Media | Travel | Entertainment and Pop Culture
DHARMA launched Paris by Emily, an official travel experience inspired by the hit Netflix series Emily in Paris. 5WPR handled marketing and messaging for the launch, along with many related tasks, including developing timely consumer-facing narratives and running outreach across national news, travel, lifestyle, entertainment, and industry media.
Discover
The goal was to generate widespread consumer awareness, capitalize on the show’s cultural popularity, and position DHARMA as an innovator in entertainment-inspired travel experiences.
Define
5WPR set out to turn a pop culture phenomenon into a compelling travel story, positioning the experience as a unique intersection of entertainment and experiential travel.
Drive
- Ran a targeted media relations campaign built around the popularity of Emily in Paris.
- Developed timely, consumer-facing narratives that let fans experience the show’s iconic Parisian lifestyle firsthand.
- Pitched national news, travel, lifestyle, entertainment, and industry media.
- Positioned DHARMA as an innovator in entertainment-inspired travel.
Deliver
5WPR secured national and international coverage, including placements in USA Today, The Washington Post, Fox News, Lonely Planet, Thrillist, and Skift.
- The launch generated more than 550 million media impressions across print, broadcast, digital, and newsletter coverage.
- Significant syndication extended the campaign’s reach.
Impression totals estimate potential exposure and do not measure bookings or sales. This program sits within 5W’s travel and hospitality PR practice. For another travel program, see the David’s Vacation Club Rentals case study.
Frequently Asked Questions
What did 5W handle for DHARMA?
5WPR handled marketing and messaging for the Paris by Emily launch, along with many related tasks, including consumer-facing story development and outreach across national news, travel, lifestyle, entertainment, and industry media.
What results did the Paris by Emily campaign report?
5WPR reported more than 550 million media impressions across print, broadcast, digital, and newsletter coverage, including significant syndication.
Which outlets covered Paris by Emily?
Coverage included USA Today, The Washington Post, Fox News, Lonely Planet, Thrillist, and Skift.
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