The Yacht Week wanted to change the image of their brand and open it up to a whole new audience. Current perception was that the floating, multi-destination festivals were just for affluent party-goers looking for a luxurious vacation experience. They needed to maintain this consumer base while also attracting what they called ‘conscious entrepreneurs’ - more savvy individuals interested in health, fitness and wellness. How could we show off the breadth of the activities and locations on offer in a way that would reach new audiences?
We decided to create a microsite that could offer every visitor a personalised experience, informed by Spotify’s first-party data. We analysed users’ listening habits and then served them a bespoke itinerary of activities and destinations offered by The Yacht Week that reflected their favourite music. For example, a high percentage of up-tempo listening led to an active adventure holiday, while a preference for calming sounds led to a more relaxing oasis.
We also generated a tailored playlist for every user that aligned with their dream results from The Yacht Week. Our experience also simply linked out to The Yacht Week’s own e-commerce site for ease of purchase if users wanted to book their trip there and then.
The Yacht Week team were so impressed with us and our work that they’ve returned to us again and again for further campaign activations.