Letting Australian travelers discover Canada through music and sound

Destination Canada and Spotify are launching a campaign to help Australians discover Canada.

There are two options: Turn It Up links users to a bustling Canadian city and Take A Breath links users to Canada’s landscapes and wilderness.

Turn It Up recommends a Canadian city to users based on their music tastes and shares a personalized playlist of that city’s music.

The Take a Breath option also uses Spotify’s API to match users with relaxing natural areas in Canada, such as the Rockies and the Rugged West Coast.

Also in one Spotify-firstCanadian 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, these wellness influencers recorded their meditation walks in real time to really engage listeners and transport them to a Canadian paradise wherever they are.

Adrian Bingham, Regional Head of Ad Sales, AUNZ: “We are excited to partner with Destination Canada to help our listeners discover and learn more about the country.

“People come to Spotify to experience inspiration and discovery, and this campaign shows how digital audio can be used by brands to effectively reach listeners in creative ways. ‘Discover Canada through music and sound’ is an inspiring call to action and a strong example of the innovative ways Spotify can help brands make an impact.”

Destination Canada CMO Gloria Loree: Destination Canada is delighted and proud to have partnered with Spotify to launch their first Destination-led campaign.

“Connecting our audience with a timely message about taking time to breathe and experiencing Canada’s great outdoors through guided audio-meditative walks, and contrasting that with popping up in our cities via Spotify playlists, we think this is a great way to showcase Canada in a unique way and inspire the Spotify audience to dig deeper and book a trip to Canada for 2023. We look forward to diving into the data and learning our lessons use to further develop the campaign.”

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Letting Australian travelers discover Canada through music and sound

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