Destination Canada releases cookbook
Tourism organization Destination Canada, in collaboration with Initiative Canada and Air Canada, has released a cookbook called Canada’s Best New Cookbook. The publication contains recipes that come from past winners of Air Canada EnRoute’s Canada’s Best New Restaurants program. According to the organization, the book is intended to highlight the various ingredients produced by the country, as well as to promote the recovery of its tourism and hospitality industries in the wake of the COVID-19 pandemic. The promotion was developed by Initiative’s content division Storyline in association with EnRoute Magazine publisher Spafax. The book will be printed and sold nationally by retail chain Indigo. Part of the proceeds from its sale will be donated to the Canadian Hospitality Foundation. The release of the cookbook will be supported with a media campaign, social media content, print advertising, digital materials and distribution in Air Canada Signature Suites.
“Much like the cookbook itself, this campaign has brought together diverse talents from across the country and many different organizations,” said Chris Gairdner, head of content at Storyline. “What makes Canada’s food scene so extraordinary is how well it reflects the country’s diversity. We hope this project sparks even greater appreciation and connection to Canada’s culinary offering.”