Enhancing Customer Experience Through Storytelling & AI

Client: Backroads – The World’s #1 Active Travel Company
Project: Social Media Strategy & AI-Powered Audio Experience
Role: Strategy Consultant, Content Innovator, AI Content Creator

Overview:
Backroads offers biking, hiking, and multi-adventure tours across the globe — but their social presence and customer experience weren’t fully capturing the depth and magic of these journeys. I stepped in to consult on how to enrich their digital storytelling and better prepare travelers for the experiences ahead.

The Problem:
Backroads' social media was largely focused on destination imagery — beautiful, but lacking narrative or emotional resonance. There was also untapped potential in how the brand could engage travelers between the point of purchase and the moment their trip began.

The Solution – Backroads Backstories + AI Audio Podcasts:
I proposed a multi-layered content initiative to transform both the brand’s social presence and traveler onboarding experience.

Key Initiatives:

  • Backroads Backstories: A storytelling series that dives into the history, culture, and hidden gems of each destination Backroads travels to. These stories add depth, inspiration, and emotional connection to the content.

  • AI-Generated Audio Podcasts: Using Notebook LM, I created engaging, destination-specific podcast episodes that customers can listen to while commuting, packing, flying — or even while on the trip itself. These podcasts offer:

    • Cultural insights and historical context

    • Behind-the-scenes narratives about the regions and routes

    • Travel preparation tips and what to expect on the tour

    • Designed for individual or family/group listening

Why It Works:
These initiatives turn passive content consumption into an immersive brand experience. The audio format fits seamlessly into travelers’ busy lives and builds anticipation while offering practical value. It also allows Backroads to scale meaningful content across 500+ global itineraries.

Impact:
This approach elevated Backroads' storytelling, added tangible customer value, and positioned the brand as an innovator in the premium travel space by blending technology, culture, and human connection.