Turning travellers’ favourite trip songs into a brand-owned Spotify channel that keeps Contiki alive between adventures.
The challenge
Travellers on social were already swapping their “Contiki Day Songs” and reliving trips through music. At the time, Contiki only used Spotify for paid ads. I saw the chance to turn that behaviour into something bigger.
The idea
Launch Contiki’s official Spotify channel with playlists built around travel moments. Europe summer vibes. Safari soundscapes. USA road trip anthems. A channel that could bring the brand into people’s daily lives, not just their trips.
The execution
I led the strategy and direction, but the focus was community. Playlists were shaped by audience track suggestions via polls, comments and DMs. We used social listening plus Instagram, Facebook and TikTok prompts to engage the community and past travellers, plus incorporated picks from Contiki’s Trip Managers around the world.
We also teamed up with actor and creator Bradley Riches to curate a Pride playlist to amplify voices from the LGBTQ+ community and compliment Contiki’s Pride trip.
The impact
The channel became a new brand asset, adding a sensory layer to the Contiki experience, helping us connect on a deeper level with travellers.
A place to relive memories, spark wanderlust and stay connected to the brand in between trips.
