Destination Canada targets ‘high-value travellers’ on Spotify

In brief

Destination Canada has used call-to-action cards on Spotify to target “high-value travellers”.

The campaign will run across Spotify’s ad-funded tier for users across the UK, France, and Germany.

Spotify’s API technology invites users to “Discover Canada through Music and Sound” by choosing “Turn It Up” or “Take a Breath” which will match them to a personalised playlist of a Canadian city, or relaxing nature getaway sites in places like The Rockies and the West Coast based on their music taste.

In a first for Spotify, the “Take a Breath” option also has a series of guided meditation walks using 3D audio with Canadian health and wellness influencers Stevin Tuchiwsky, Jeanne Rodneau-Ducharme, Hayley Gendron and Zehra Allibhai.