Initiative, Destination Canada’s media agency of record, has spearheaded a collaboration that sees the advent of a first-of-its-kind Canadian cookbook.

The crown corporation partnered with Air Canada to create Canada’s Best New Cookbook, which features recipes from restaurants previously featured in enRoute‘s “Canada’s Best New Restaurants” program. To promote and bolster the book, Initiative’s content division Storyline, worked with Spafax, the WPP content agency that publishes enRoute.

Spafax created “Canada’s Best New Restaurants” over 20 years ago. Alex Glavonich, managing director at Spafax Canada, says the program is one of the most respected restaurant rankings in the country.

“The cookbook was a perfect extension for the brand, giving Spafax and the Air Canada enRoute team the opportunity to create a collector’s item that celebrates Canada’s vast culinary achievements,” adds Glavonich.

Initiative and Spafax then collaborated to establish a partnership with Indigo to print and sell the book throughout Canada.

A media campaign promoting the cookbook includes paid social, print advertising, digital media and distribution in Air Canada airport lounges. The campaign also leverages the book’s many influential contributors, including chefs, producers, writers, artists and photographers, for added publicity.

A charitable partnership with the Canadian Hospitality Foundation has also been established in which one dollar from each book sold will be donated to the Canadian Hospitality Foundation and fund scholarships for future hospitality workers.