It takes some courage to take the leap of faith with a new advertising offering. However, being a self-confessed innovative brand, youth tour company Contiki has teamed up with music streaming site Guvera, declaring itself the first brand on board the new music platform. Guvera is unique in its advertising offering as it doesn't serve ads that interrupt the listener. Rather, one of the options available is a Branded Channel, where a brand curates its own channel with playlists, songs and music. Contiki's head of marketing reveals how the brand is keen on exploring native and branded content and focusing on integrated campaign activations. Aside from campaign integration, the Branded Channel offering for Contiki means users can book tours then and there and don't have to click out of the app.