Timothy’s World Coffee has partnered with the Vienna Tourist Board to launch a campaign to promote a line of beverages and snacks inspired by the city.

The ‘Explore the Taste of Vienna’ campaign is running in Metro newspapers in Toronto, Ottawa, Montreal and Edmonton until Dec. 15.

As part of the promotion, the coffee chain is hosting a world-champion Austrian barista, who will give a public demonstration at a Timothy’s store in Toronto.

There’s also a contest for Timothy’s customers offering two trips to Vienna through the company’s website.

Mamone and Partners in Toronto did the creative on the campaign and the media buy was handled in-house.

The campaign is an opportunity for Timothy’s to focus on what separates it from other coffee chains in Canada, Luana Guglielmi, senior brand manager, Timothy’s, tells MiC.

‘The partnership was absolutely perfect for us,’ she says. ‘We’re Timothy’s World Coffee. That’s been our name for over 30 years, that’s our point of differentiation, and it’s basically about bringing the tastes and coffees of the world to Canada.’