Tourism marketer Destination Canada is trying to get Europeans to visit the country with a Spotify campaign featuring the sounds of Canada.
The idea behind the campaign is that by answering a few simple questions about their music and leisure preferences, Spotify users can be served a listening experience that represents an ideal Canadian travel destination.
“Destination Canada is excited and proud to have worked in partnership with Spotify on launching their first destination-led campaign,” said the organization’s senior vice president, marketing strategy and chief marketing officer, Gloria Loree.
The digital Spotify experience starts by first determining if someone wants a city or outdoor experience by inviting them to “Turn It Up” for the city or “Take a Breath” for the outdoors.
For city types, a few more questions and answers using Spotify’s API technology will recommend a Canadian city based on their music tastes, and share a personalized playlist for that city.
The outdoorsy set can choose one of four different destinations—the West Coast, the Rockies, Algonquin Park, or Quebec countryside—to get a guided meditation walk.
“People come to Spotify to experience inspiration and discovery, and this creative campaign showcases the power of that mindset,” said Rak Patel, Spotify’s head of enterprise sales, EMEA. “With a focus on personalization, education and engagement, this campaign demonstrates how audio can engage and transport listeners to another destination.”
The project was developed by Initiative London and Initiative Canada’s global planning team.