The Yacht week
Soundwaves Campaign
46K Sessions | 6,500 Playlists Created
Copywriting & Creative Direction
Music and travel are intrinsically linked. Music provides an indelible association to a place or moment; a big holiday hit, a sunset tune, a road trip playlist. Soundwaves analyses a user’s Spotify listening habits to recommend The Yacht Week destination that best suites them – then provides a personalised "Sounds To Sail To" playlist.
Soundwaves recommends the right route based on the user’s listening habits by looking at the danceability, energy and genres they listen to.
For example, if a user scores "high" across danceability, energy and genres, Soundwaves may recommend the Croatia route with high paced activities such as The Buzz Boat, Wakeboarding and The Yacht Week Run Club. However, a "low" score will result in a different experience, such as a recommendation of Greece with Natural Bay Lunch Swims, Seaside Yoga Session, and Sunset Dinners.
Once the recommended route has been revealed, the user can unlock their personalised Spotify playlist. The playlist is a combination of songs frequently played on their recommended route as well as a a few of their most listened to songs that match the pace of the route.
A series of short, snappy social videos were used to promote the launch of the campaign. Asking follower’s if they were the sound of Croatia, Greece, Montenegro or the Caribbean.