Digital agency Work Club digitally promoted SonyBMG's 11 short films, each set to the soundtrack of a song from the new album, whilst following the album's overall theme of finding 'home', whether it be a physical or spiritual place.
The films were launched via a series of film-style teaser TV ads and posters. Online, consumers are directed to a YouTube channel which hosts all the trailers with links taking people to the full films on the campaign site www.safetriphome.com.
Safetriphome.com also marks the UK debut of Facebook Connect, which allows users to see their friends on the Safetriphome site whilst using their Facebook network.
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