As colder weather approaches, Air Canada Vacations is encouraging Canadians to hit pause – literally and figuratively – with a new campaign built around the question, “How does a vacation sound?”
Developed and managed entirely in-house, the campaign uses video, audio and immersive digital experiences to evoke the sensory calm that comes with taking a break. Selma Filali, senior director of marketing and e-commerce at Air Canada Vacations, tells Media in Canada that the concept was inspired by the “pace and uncertainty of the times,” when moments to slow down and reset are increasingly rare.
“Vacation memories are made up of more than photos,” she says. “They’re a collection of sights, sounds, tastes, scents and emotions. We wanted to remind Canadians just how transformative a vacation can be.”
Trying to promote travel during Canada’s colder seasons isn’t new, and one of the biggest challenges encountered during the campaign development was determining how to approach vacation marketing from a fresh perspective, Filali admits. “Basically, how do you reimagine vacation storytelling?”
Rather than leaning on typical beach visuals, the team decided to emphasize emotional well-being and connection. “Canadians are craving authenticity and calm,” says Filali. “Whether it’s family time, a getaway with friends or a couple’s retreat, we want to help them rediscover how good a vacation can feel.”
The media mix combines OOH, DOOH, radio, digital and experiential elements, with a particular emphasis on video and sound. Static and digital billboards appear in high-traffic commuter zones, like Toronto’s Transit Shelter Network and Montreal’s Digital Underground Network, while digital and social platforms host the campaign’s audio components.
“Sound was key to encouraging a pause,” Filali explains, but the team opted to limit its use to digital, social media and experiential platforms: “controlled environments where it could have the most impact,” she adds.
Specifically, for the sound element of the campaign, the brand partnered with wellness content creator Carrie Bailey for an immersive virtual “sound bath” experience livestreaming Thursday at 7:00 p.m. ET on the Air Canada Vacations Instagram page. It’s a live, online escape featuring ocean sounds and singing bowls, “which emit a mix of calming chimes and vibrations,” Filali says. Those who tune in to the sound bath can also enter for the chance to win a wellness bundle comprising spa- and vacation-inspired self-care products from Canadian brands.
The initiative’s budget was consistent with Air Canada Vacations’ usual seasonal investment, but the brand sees it as a creative evolution, marking the first time the company has integrated a sound bath into its marketing.
The brand says it oversaw all aspects of the campaign, from concept to activation, to maintain consistency across all channels.
“This approach allowed for seamless collaboration across creative and media planning functions,” Filali says.
