Destination Canada partners with Spotify

By James Harrison

Destination Canada and Spotify are launching a new campaign to get Aussies excited about all the delights and sites the Maple Leaf country has to offer.

Starting today, listeners in Australia can learn more about Canada on Spotify as a way to get inspired to visit the country.

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 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.

“We’re excited to have partnered with Destination Canada to help our listeners discover and learn more about the country,” Adrian Bingham, Destination Canada’s regional head of ad sales, ANZ, said.

“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.”

Gloria Loree, Destination Canada’s SVP, marketing strategy & CMO, added: “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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Adrian Bingham destination canada Gloria Loree spotify