Easyjet and Spotify have joined forces to create personalised mood-based playlists that inspire travel to specific destinations abroad. Jenny Southan reports
The Listen and Book campaign leverages Spotify’s unique streaming intelligence to make it possible for people to discover their holiday personality based on their listening habits (Spotify users need to grant consent to easyJet to unlock this feature). This personality is then matched to tailored travel experiences across Europe, made possible by Easyjet.
Spotify says: “If you like listening to calm, warm and dreamy music, then how about spending your next holiday strolling through Lisbon’s botanical gardens, sinking into a Helsinki hot tub, or marvelling at Iceland’s Northern Lights?
“Maybe you’re a house and disco addict so how does a balmy dance festival in Barcelona sound? Holiday personalities are determined through music attributes such as the positivity of a song, energy and tempo.
“The experience doesn’t end there: once you’ve determined your personality and discovered your tailored travel destinations and experiences, you can either share your results on social media, book flights with Easyjet, or listen to a personalised playlist on Spotify.”The microsite also provides recommendations for nearby music venues in people’s matched destinations, so that they can catch a gig or connect with local music culture when they visit.
Richard Frankel, global dreative director at Spotify Advertising, says: “This creative collaboration shows what’s possible with streaming audio. Listeners engage with Spotify to experience inspiration and discovery, and our focus on personalisation enables brands to cultivate meaningful interactive connections with their audiences.
“Listen and Book is a great example of how brands can tap into a consumer’s mindset and engage with them in innovative and useful ways that drive real outcomes.”
Richard Sherwood, customer and marketing director at Easyjet, says: “Listen and Book will help our customers discover new destinations across our European network, using Spotify’s innovative technology to enhance our customer search and booking experience.
“This collaboration is the perfect fit for our ‘next-gen Easyjet,’ brand strategy with the ambition to pioneer the next generation of travel for all, connecting customers to the people they love, new and diverse cultures and unforgettable experiences.”
Listen & Book will be supported by localised marketing campaigns developed by the creative agency VCCP London, and will run in France, Italy, Switzerland and the UK.
Destination Canada has also teamed up with Spotify to launch a similar campaign to inspire tourism to Canada. You can read more about it here.