Flight Centre Travel Group’s loyalty program, World360 Rewards, has partnered with Spotify to launch The Passion Project, a new UGC-led movement tapping into why people travel, not just where.
Rolling out across audio, social, digital, video, and creator channels, the campaign marks a major strategic pivot from transactional, points-based loyalty to emotion-led, community-driven brand engagement. The core mechanic, Real Reels, invites members to skip the polished highlight reel and show the real story instead: uploading candid moments via a dedicated Spotify-hosted hub and sharing them on Instagram with the official campaign hashtag #travelisthepoints.
“Traditional loyalty programs focus entirely on the point of transaction, but that’s not where genuine brand love is built,” said Clinton Hearne, Executive General Manager at World360 Rewards. “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, 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.”
“World360 Rewards recognised that their members are deeply engaged with audio across nearly every passion vertical and built a campaign around that insight,” said Adrian Bingham, Head of Sales ANZ at Spotify. “The Passion Project shows what’s possible when brands use Spotify as a creative canvas, not just a media channel.”
Key elements of the integrated campaign strategy include:
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Data-Driven Audio Strategy: Guided by research showing high podcast and audio consumption across seven of the brand’s eight core audiences, the campaign anchors on Spotify. Executions feature custom 3D Audio set to the licensed track Matadora by up-and-coming artist Sofi Tukker, alongside talent-curated playlists designed as permanent brand assets.
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Niche Creator Roster: Bypassing standard travel influencers, the campaign enlists 11 niche Australian creators to model raw entry behaviour within their communities, including AFL star Rory Sloane (sport), indie pop trio Blusher (music), Pilates with Soph (Wellness), Food Inbox (food & drink) and Matt Lambley (awe and sky/film maker) to name a few.
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Cross-Channel Scale: Executed alongside MiQ and OM Content, weekly entries will be judged to power paid social mashups and build an enduring UGC content repository — creating a bank of authentic, passion-led assets to fuel future brand activity and CRM initiatives. By working with micro and macro creators who speak to our members’ passions, then amplifying this via programmatic paid media, we’re able to intercept consumers in the moments that matter to them — ensuring we layer paid, owned and earned exposure across the campaign.
Travellers stand to win a share of $47,000 in total prizes from Topdeck vouchers to bucket-list hero experiences, including an 8-day Intrepid Dolomites tour for two, Fiji Airways return flights and accommodation, VIP Australian Open 2027 Champions Rooftop tickets, and major Melbourne concert packages.
To track campaign engagement and see the UGC entries as they roll out, follow the hashtag #travelisthepoints. For more information, please visit: https://
