Getting Australian travellers to discover Canada with music and sound

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

There are two options: Turn It Up matches users with a bustling Canadian city and Take A Breath pairs users with the landscape and wilderness of Canada.

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

The Take a Breath option will also use the Spotify API to match users with relaxing nature vacation spots in Canada like The Rockies and Rugged West Coast.

Also in a Spotify firstCanadian health and wellness influencers including Stephen Tochowski (Calgary), Jeanne Rodneau-Ducharme (Quebec), Hayley Gendron (Vancouver) and Zahra Alipay (Toronto), have created a series of guided meditation itineraries to highlight Canada’s natural beauty.

Using 3D audio, these wellness influencers have recorded their meditation tours in real time to truly engage listeners and transport them to Canadian paradise, no matter where they are.

Adrian Bingham, Regional Head of Advertising Sales, Australia & New Zealand: “We’re 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 showcases how brands can leverage digital audio to effectively reach their listeners in a creative way.” Discover Canada through music and audio “is an inspiring call to action and a powerful example of the innovative ways Spotify can help brands make an impact.”

destination canada CMO Gloria Lowry: Destination Canada is excited and proud to partner with Spotify to launch its first Destination-led campaign.

“The tendency to connect our target audience with a timely message about taking time to breathe and experience the outdoors in Canada through audio-guided meditation tracks and, in contrast, by upping the volume in our cities through Spotify playlists, we feel is a great way to To showcase Canada in a unique way and inspire the Spotify audience to dig deeper and book a trip to Canada in 2023. We look forward to delving into the data and building on what we’ve learned to develop the campaign further.”

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