Destination Canada is getting into the ears of Aussies through a new Spotify campaign to inspire travel to the Great White North. Will Michael Bublé, Celine Dion and Bryan Adams make the cut? You’ll have to tune in to find out…
Listeners can choose how to audibly explore Canada: the ‘Turn It Up’ option matches users to a bustling Canadian city, while ‘Take A Breath’ introduces listeners to the country’s landscapes and wilderness.
With Spotify’s API technology, Turn It Up recommends a personalised playlist of a Canadian city based on listeners’ music tastes.
Additionally, Canadian music journalist Karen Bliss will share stories about each city’s music scene throughout history, calling out top sites for music fans.
The Take a Breath option also uses Spotify’s API to match users with relaxing nature sites in Canada such as The Rockies and Rugged West Coast.
Also in a Spotify first, Canadian health and wellness influencers, including Stevin Tuchiwsky (Calgary), Jeanne Rodneau-Ducharme (Quebec), Hayley Gendron (Vancouver) and Zehra Allibhai (Toronto), have created a series of guided meditation walks to highlight Canada’s natural beauty.
Using 3D audio, they recorded their meditation walks in real-time to engage and transport listeners to Canada, no matter where they are.
Destination Canada Senior Vice President, Marketing Strategy & Chief Marketing Officer Gloria Loree said the tourism board was excited to partner with Spotify to launch its first destination-led campaign.
“Leaning into connecting our target audience with a timely message about taking the time to breathe and experience Canada’s outdoors through guided audio meditative walks, and contrasting that with turning it up in our cities through Spotify playlists, we feel is a great way to showcase Canada in a unique way and inspire the Spotify audience to dig deeper and book a 2023 trip to Canada,” Ms Loree said.
Connect with The Sounds of Canada microsite here.
Advisors can find out more about the Canada Specialist Program here.
