Travel brand lastminute.com has entered into a new partnership with music streaming service Spotify, for a new campaign entitled ‘#MusicMakesYouTravel’.
The partnership, which will run from April to December this year, will see lastminute.com’s 43 million unique users and Spotify’s 100 million active users targeted with content exploring how “music inspires travel”.
Prospective travellers will be engaged with interactive maps, playlists and podcasts focused on 10 destinations including London, New York, Berlin and Ibiza.
In an exchange deal, music ‘hubs’ will be found on all lastminute.com’s European websites, including Rumbo and Volagratis, while the group’s media business, The Travel People, will run activation campaigns for Spotify.
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.”
Earlier this month, Bertozzi talked to M&M Global about why Spotify is looking to pioneer a more open approach to data.
Both Alessandra Di Lorenzo and Marco Bertozzi will be speaking at next month’s Festival of Media Global 2017 in Rome. Click here for details on how to attend.