A new travel loyalty campaign is putting personal passions and real travel moments at the centre of member engagement, moving beyond the traditional focus on earning points through transactions.
World360 Rewards, Flight Centre Travel Group’s loyalty program, has partnered with Spotify to launch The Passion Project, a user-generated content campaign spanning audio, social, digital, video and creator channels.
At the centre of the campaign is Real Reels, which encourages members to share candid travel moments through a dedicated Spotify-hosted hub and Instagram using the hashtag #travelisthepoints.
Clinton Hearne, World360 Rewards Executive General Manager, said the campaign represented a shift in how the program approaches loyalty.
“Traditional loyalty programs focus entirely on the point of transaction, but that’s not where genuine brand love is built,” Mr Hearne said.
“We’re moving away from the points-for-purchases mindset and meeting our members directly inside their real-world passion points, whether they’re travelling for wellness and reset, chasing fandoms and screen sets, witnessing spectator sports, or staring up at the stars in awe of the night sky.”
The campaign will feature 11 Australian creators across areas including sport, music, wellness, food and film, with participants including former AFL player Rory Sloane, indie pop trio Blusher, Pilates with Soph, Food Inbox and filmmaker Matt Lambley.
Spotify will also support the campaign through customised audio and creator-curated playlists, while weekly user entries will feed into social content and future marketing activity.
Adrian Bingham, Spotify Head of Sales ANZ, said the partnership demonstrated how audio could be integrated into a broader brand campaign rather than used solely as an advertising channel.
Travellers can also compete for a share of $47,000 in prizes, including an eight-day Intrepid hiking trip in the Dolomites for two, Fiji Airways flights and accommodation, Australian Open 2027 hospitality tickets, Topdeck vouchers and Melbourne concert packages.
