Pack Your Bags with Russell Kane is an award winning travel show that has won 5 star ratings from listeners because of its engaging content and light hearted travel advice and stories with fascinating guests. TUI wanted to let its listeners know that they represent adventure and culture as well as their traditional hotel based holidays. Podcasting was the perfect medium and according to over 80% of their listeners, they received the message and are more likely to use TUI in the future. This impact was not luck though, it was through design and hard work. TUI worked with Chalk and Blade productions and host Russell Kane to design a show that would be than just another celebrity chat show and would meet the brand goals whilst also being excellent and engaging programming in it's own right. Find out how this was achieved and lessons that can be learned for hitting listener and programme goals alongside provable commercial success.