Well, travel marketers, do you want to dance under the moonlight with all of the Millennial tourists who will waltz to your tune? Brand USA does, so it partnered with Spotify “to create more than 20 playlists customized according to different U.S. city soundscapes,” reports Marketing Dive on Friday.
In one of the aspects of the integrated marketing campaign "Hear the Music, Experience the USA," five artists will create covers of Bobby Freeman's 1958 song "Do You Wanna Dance?" The campaign and partnership between Brand USA and Spotify seem to be a continuation of similar partnerships between travel and hospitality marketers and other verticals, such as fashion and nonprofits. The efforts are part of the experiential marketing Millennials are responding to with their wallets.
Here’s why it seems travel marketers have moved from visual experiential marketing to auditory.
Brand USA is benefitting from:
Experiential Marketing Shows Everything Old Is New Again
International Millennial tourists, and consumers in general, respond well to music and musical references in marketing because they’re memorable. Even back in 2014, email marketers were noticing musical references in subject lines got them 10% higher open rates, according to a Retention Science study Target Marketing cited.
So it’s not a shock that Brand USA is employing a 1958 musical hit in a 2018 marketing campaign aimed at Millennials. Marketing Dive reports Freeman’s song will be reworked to match the local flavor:
“Each artist is featured in a video that also highlights his or her home city's sites and sounds. The artists include Atlanta hip-hop artist Cam James (Cameron James Williams), electronic dance music artist Bass Physics (Arja Adair) from Denver, Houston-based blues artist Nathan Quick, rock group Reptaliens (Bambi and Cole Browning) of Portland, OR, and soul artist Calma Carmona from San Juan, Puerto Rico.”
Spotify Customer Data Can Help Create Experiential Marketing
For those 20 playlists, Erica Sweeney reports for Marketing Dive that Brand USA will market to Millennials traveling internationally by showing them musical “artists and genres that over-index in popularity with users located in those cities, reflecting the mood of the location, such as the upbeat, Latin-inspired sounds of Miami. Users will be directed to the Visit The USA website to learn more about the different cities, activities and music.”
That means tourists can experience aspects of the destinations before traveling there.
“Partnering with Spotify will also help the tourism group lure the age segment, who make up 72% of all U.S. users on the streaming platform.”
Again citing statistics on Americans, Sweeney says 72% of Millennial women are happiest with travel marketing when they’re booking experiences instead of trips and 54% say those experiences will constitute their highest spending in the coming year, per Merkle and Levo studies.
Overall, Spotify has detailed data on its 157 million subscribers, “including moods, preferences and listening habits,” she reports.
What do you think, marketers?
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Related story: Playing the Hits Lifts Email Opens