For more than a century, Collette has connected travelers with the world. Now, it’s connecting radio stations with a revenue stream that rewards talent, deepens listener loyalty, and fills unsold inventory — all at the same time.
Jim Edwards, Vice President of Global Affinity Development at Collette, works at the intersection of travel and media. He partners with stations across the country to launch what the company calls Come Along campaigns — hosted travel packages where local talent brings listeners along on guided international and domestic trips.
“We are the longest-running travel company in the country, dating back to 1918,” Edwards said. “We’re a family-owned American company, and wherever someone wants to travel, we have a product that can serve that need.”
Beyond its century-long history, Collette carries significant name recognition as a national advertiser. The company has run spots on Wheel of Fortune and Hallmark, and it serves as an underwriter and sponsor of PBS. That brand awareness matters when a station’s talent is asking listeners to trust them — and their wallets — on an international trip.
The Come Along Model
The mechanics of a Come Along campaign are straightforward. A station commits to an upfront advertising buy, typically five weeks of airtime. On a talk station, that means roughly 150 sixty-second spots. Music stations run about 100 thirty-second spots due to tighter inventory. Most campaigns sell out within weeks.
“By early February, a campaign that launched in January is often sold out,” Edwards said. “The reason stations participate goes beyond the advertising revenue — many stations have unsold inventory or remnant advertising available, and this is an effective way to generate additional revenue.”
The financial structure rewards stations on both ends. They monetize the campaign itself, then earn roughly $600 per traveler. Most trips carry 30 to 40 participants, though some have topped 120. Edwards said each campaign typically generates at least $25,000, with complimentary travel included for talent and a guest.
That last piece matters more than stations might initially expect. Talent retention has become a pressing challenge across the industry, and a fully guided international trip represents a meaningful, differentiated perk.
“At a time when companies are working hard to retain their personalities, this is a meaningful benefit,” the Collette executive shared. “The program generates revenue, provides advertising value, rewards talent, and strengthens listener loyalty.”
Collette also handles the operational heavy lifting. The company provides copy, music beds, and all supporting campaign assets. Local business development managers — based in markets from Atlantic City to Champaign, Illinois — handle in-person meet-and-greets and work alongside station partners throughout the process.
“When talent travels with us, they don’t have to worry about the details,” Edwards said. “Their job is simply to be a brand ambassador, build relationships with listeners, and enjoy the experience.”
News/Talk Leads, But Other Formats Are Growing
News/talk radio has long been Collette’s preferred format, and the numbers back that up. Roughly 90% of the company’s Come Along campaigns come from news/talk stations — a reflection of the format’s long-form storytelling potential and the depth of connection between hosts and their audiences.
“The format allows more time to tell the story, and the listeners tend to be highly engaged,” Edwards said.
Still, other formats are gaining ground. Classic rock, classic hits, and sports talk have all shown strong traction. ESPN Cleveland personality Tony Rizzo recently returned from a Come Along trip to Portugal with 40 to 45 travelers. Collette also works with major broadcast groups including iHeartMedia, Odyssey, Salem, Hubbard, and Good Karma Brands on the radio side — and Gray and Nexstar on television, where weather anchors and lifestyle personalities participate in similar programs.
Before any campaign launches, Collette meets with station leadership to discuss destinations that make sense for the specific market. With roughly 170 itineraries spanning all seven continents, the company uses travel agency sales data to identify which destinations are generating the most consumer interest locally.
“We bring the station a proposal that includes the top three destinations for that market, along with the advertising investment, revenue-sharing details, and complimentary travel opportunities,” the Collette executive shared. “The talent then selects from those options.”
Italy, Iceland, Ireland, Portugal, and Greece remain consistent performers. Domestically, Alaska and Hawaii continue to draw interest, and an itinerary called America’s Cowboy Country — covering Yellowstone, Grand Teton National Park, Jackson Hole, and Mount Rushmore — has gained momentum as travelers look to celebrate the nation’s 250th anniversary.
The broader travel climate has worked in Collette’s favor. The company says this is its fourth consecutive record year, with a 35% growth projection already on the horizon.
“Travel demand is off the charts, and we don’t see it slowing down,” Edwards said.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
