Listeners across the UK, France and Germany can learn more about Canada on Spotify as a way to get inspired to visit the country. The campaign will run to the end of the year, with some content remaining evergreen post campaign.
The digital experience invites users to choose how they want to discover Canada with two options: the “Turn It Up” option matches users to a Canadian city, while the “Take A Breath” option pairs users with the landscapes and wilderness of Canada.
With Spotify’s API technology, the “Turn It Up” path will recommend a Canadian city to users based on their music tastes and share a personalised playlist with the music of that city. Additionally, Canadian music journalist from Billboard, Karen Bliss, will explore what the music scene looked like throughout history in each city and share those stories, calling out top sites for music fans.
The “Take a Breath” option will match users with relaxing nature getaway sites in Canada such as The Rockies and the rugged West Coast. Also in a Spotify first, Canadian talent 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.
“Destination Canada is excited and proud to have worked in partnership with Spotify on launching their first destination-led campaign,” said Gloria Loree, Senior Vice President, Marketing Strategy and Chief Marketing Officer.
“We feel [this] 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.”