kabarsula Flight Centre World360 Rewards partners with Spotify for $47k travel competition bandar SLOT INDONESIA

Flight Centre Travel Group’s loyalty program World360 Rewards has partnered with Spotify to launch a new user-generated travel competition offering $47,000 worth of prizes.

Dubbed The Passion Project, the campaign asks travellers to ditch polished holiday highlight reels and instead share candid travel moments through its “Real Reels” competition.

Entries can be uploaded through a dedicated Spotify-hosted hub and shared on Instagram using the hashtag #travelisthepoints, with entries judged weekly.

Prizes include Topdeck vouchers, an eight-day Intrepid Dolomites tour for two, Fiji Airways return flights and accommodation, VIP Australian Open 2027 Champions Rooftop tickets and Melbourne concert packages.

A shift to ‘why’

The campaign forms part of a broader shift by World360 Rewards towards building engagement around the reasons people travel, rather than focusing solely on points and transactions.

“Traditional loyalty programs focus entirely on the point of transaction, but that’s not where genuine brand love is built,” World360 Rewards executive general manager Clinton Hearne said.

“The Passion Project is our blueprint for the future of loyalty. We’re moving away from the points-for-purchases mindset and meeting our members directly inside their real-world passion points.”

Spotify will sit at the centre of the campaign’s audio strategy, with World360 citing research showing strong podcast and audio consumption across seven of its eight core audiences.

Spotify as a ‘Creative Canvas’ 

The campaign also features 11 Australian creators from areas including sport, music, wellness and food, rather than relying solely on traditional travel influencers.

They include AFL star Rory Sloane, indie pop trio Blusher, Pilates with Soph, Food Inbox and filmmaker Matt Lambley.

World360 will use selected entries across paid social content, while building a bank of user-generated material for future brand and CRM campaigns.

“The Passion Project shows what’s possible when brands use Spotify as a creative canvas, not just a media channel,” Spotify head of sales ANZ Adrian Bingham said.