Lastminute.com has launched a new brand partnership with digital music service Spotify to explore how music inspires travel, with a #MusicMakesYouTravel campaign.
As part of the project, the brands will create a series of content to give consumers new ways to experience and discover music relating to their holiday destinations
The partnership, which will run from April to December this year, will see the businesses engage with lastminute.com group’s 43 million unique users and Spotify’s 100 million active users.
lastminute.com group and Spotify will produce interactive music maps and playlists, including points of musical interest from across 10 cities. They will also work with six international artists to produce podcasts providing expert insights into the artists’ favourite musical cities and their local music scenes.
This content will be supported by a digital activation and hosted on bespoke music ‘hubs’ across the Group’s European sites – including lastminute.com, Rumbo and Volagratis – as well as on branded Spotify profiles for each brand. It will run across four markets – the UK, France, Italy and Spain.
At the same time, lastminute.com group’s media business, The Travel People, will be running activation campaigns for Spotify across its network of brands to help support the streaming service’s uptake across key markets. And by getting closer to Spotify’s audience, the Group hopes to attract more consumers – who are young, affluent, and already in a spending mind-set – to its travel engine.
Advertisers on the Group’s sites will also have the opportunity to connect with their audience based on their musical interests, allowing them to engage in a more relevant and impactful way, and helping drive its proposition of targeting by passion rather than demographic.
Commenting on the partnership, Alessandra Di Lorenzo, Chief Commercial Officer – Media and Partnerships at lastminute.com group, said: “From listening to a pre-holiday playlist on the way to the airport to experiencing local music live, there’s no doubt that music and travel go hand in hand. As well as helping to create long-lasting memories, emotional cues such as music and travel can be a powerful purchase trigger too. Bringing the two together is an exciting way to combine our audiences and help them discover two of life’s greatest pleasures – while offering a lucrative opportunity for our brand partners advertising on our sites. We’re thrilled to be working with one of the leaders in the music industry and can’t wait to bring the campaign to life.”
Marco Bertozzi, Vice President, Europe, Sales at Spotify, added: “Our joint research shows that the majority of lastminute.com group travellers are also keen Spotify users, so our new partnership is a powerful opportunity to bring our audiences together. We’re really excited to be working together with lastminute.com group and helping our listeners discover new music in a fresh and appealing way.”