Discover Halifax begins sound-based campaign
By Derek Winkler
Tourism organization Discover Halifax has begun a campaign called “Sounds Like You Need Halifax.” The digital campaign, developed by Halifax-based Trampoline, makes use of binaural audio recordings intended to provide an immersive and calming effect. The three executions, produced by Village Works, recreate a 33-minute ferry ride, a three-hour visit to Lawrencetown Beach and a run on a forest trail. The intent is to depict travel as a way to counter anxiety and stress. It is aimed primarily as younger professionals in Toronto. The audio tracks will be available on Spotify, YouTube, LinkedIn and Instagram until mid-June.
“We position Halifax as the elixir to the stresses of urban living,” said Clare Tidby, vice-president of marketing at Discover Halifax. “We know urbanites are under a lot of pressure. We wanted to reach people where their stress lives, and then offer them something they didn’t know they needed: the sounds of Halifax. This isn’t a tourism ad. It’s a moment of calm, right when they need it most.”