Getting Australian travellers to find Canada with music and sound

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

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

Turn It Up recommends a Canadian city to users based on their music tastes and share a personalised playlist with the music of that city. 

Take a Breath option will also use Spotify’s API to match users with relaxing nature getaway sites in Canada such as The Rockies and the 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 the natural beauty of Canada.

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

Adrian Bingham, Regional Head of Ad Sales, AUNZ: “We’re excited to have partnered 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 digital audio can be leveraged by brands to effectively reach listeners in a creative way. ‘Discover Canada through Music and Sound’ is an inspiring call to action and a strong example of the innovative ways that Spotify can help brands drive impact.”

Destination Canada CMO Gloria Loree: “Destination Canada is excited and proud to have worked in partnership with Spotify on launching their first Destination led campaign.

“Leaning into connecting our target audience with a timely message about taking the time to breath 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. We look forward to delving into the data and taking our learnings to develop the campaign further.” 

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