Air Canada associates with Cossette and local artists to improve the experience of Quebec travelers. Through personalized musical travel guides, Charlotte Cardin, Sarahmée And Alexandra Stréliski take travelers on a rhythmic journey through Europe. Distributed on various digital and traditional media, these guides highlight the favorite destinations of these three internationally renowned Quebec artists.
“The idea is simple: there is nothing better than great “non-touristy” addresses when you visit a city,” explains Anik Ouelletcreative director at Cossette. Here, we go further: we have created a musical travel guide: 3 destinations and 3 playlists carefully created by 3 local artists who share their best addresses.”
Musical travel guides come to life on Air Canada’s enRoute platform and on Spotify, and they transport listeners to the worlds of artists in Paris, Amsterdam and Barcelona. Each playlist includes audio recordings of the artist’s fondness for different places, as well as songs associated with them. This experience strengthens the bond between the artist, the listener and the destination, thanks to .
“Music is a powerful means of exploration: we listen to music to reach our destination, but it also has the power to evoke memories and transport us back to specific moments in our journeys, just like music. make the flavors or sensations, explains Martine BoulericeDirector, Brand Marketing, Quebec and Aeroplan at . This is how the idea came to us to collaborate with local artists, in order to inspire and support people who will discover or return to Europe this summer. In addition to sharing their favorite addresses and anecdotes with us, they take us on a journey through a most inspiring musical selection.”
The campaign is deployed throughout Quebec from April 29 to June 2 and is available in displays, web content, content for social media as well as in The Press.
Credits:
Customer : – Martine Boulerice, Maya Khoury, Geneviève Fournier
Agency: Cossette
Creation: Anne-Claude Chénier, Anik Ouellet, Souléman Diallo, Mehdi Sedira, Anne-Marie Clermont, Marc-Antoine Vallée, Raphaël Côté, Steven Morie, Louis Chapdelaine
Strategy: Hugo Fournier, Rémi Charpentier
Product: Marie-Claude Lachance, Axelle Nau, Claire Jouin, Laura Delamarre
Agency production (Seventh): Stéphanie Côté
Media agency: Cossette media – Laurence Laperrière, Alphée Lamothe
Production company: Septième – Lylie Korzer
Director (Seventh): Eva Martinez
Postproduction: Seventh
Sound: Cult (Studio)
