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Destination Canada conducts Spotify campaign

Tourism organization Destination Canada has begun a new campaign in collaboration with audio streaming service Spotify. The campaign is aimed at European consumers and encourages residents of the United Kingdom, France and Germany to learn more about Canada as a travel destination. The creative invites consumers to choose between two travel options, a “Turn It Up” option involving a Canadian city, or a “Take A Breath” option involving the landscapes and wilderness of Canada. Spotify will recommend an option to listeners based on their musical tastes and suggest a playlist of songs.

The campaign also features a series of guided meditation recordings by Canadian health and wellness influencers. The recordings make use of 3D audio recorded during real walks by these influencers through their local areas. The promotion was developed by Initiative London and Initiative Canada.

“Destination Canada is excited and proud to have worked in partnership with Spotify on launching their first Destination-led campaign,” said Gloria Loree, chief marketing officer at Destination Canada. “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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