Expedia is rolling out the first global campaign on Netflix, the companies announced today. The travel brand will air ads in nine countries—the U.S., Canada, Mexico, U.K., France, Germany, Australia, Japan and Brazil—the first test of Netflix’s global scale.

Expedia’s creative, part of the “Made to Travel” brand campaign, will roll out throughout this year, starting this month in Japan. Each ad is curated for the local market’s language and culture. For example, “Two Step” is a new 60-second spot for Expedia’s Japanese consumers. It depicts a group of friends traveling to the U.S. to take part in western line dancing.

The ads will also appear on platforms other than Netflix in their respective markets, a Netflix spokesperson told Ad Age. But the full campaign will be united on the streamer. Netflix is unique from other top streamers in its global scale, which advertisers have been eager to tap into.

The streamer says 23 million global users are active on its ad-supported tier, which launched just over one year ago; U.S. ad subscribers, however, are just a small fraction of that number. 

Also read: Revisiting Netflix’s first ad-supported year

“As global consumer habits rapidly evolve, we are always looking for innovative opportunities to showcase our brands and story-tell locally,” said Jon Gieselman, president of Expedia Group, in a statement. “Netflix’s sophisticated product allows us to target relevant audiences with impressive reach. We aren’t afraid to be first and I look at this partnership as just the beginning.”

Expedia is also partnering with Netflix as alpha testers of its measurement capabilities in the U.K. and Brazil. Over 70% of viewership on the platform comes from viewers watching content from another country than their own, and Netflix users are over two times more likely to select content from their dream travel destination, the platform said.

“We’re excited to be working with Expedia, our first global advertising partner,” said Amy Reinhard, president of advertising at Netflix, in a statement. “This first-of-its-kind partnership will offer our engaged ad-supported members contextually relevant ads, making the viewing experience even more enjoyable, while also making Netflix a global destination for our advertising partners.”