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Air Canada collaborated with Cossette and local artists to elevate the experience of Quebec travellers. By way of personalised musical travel guides, Charlotte Cardin, Alexandra Stréliski and Sarahmée take them on a rhythmical journey through Europe.

Shared on a variety of digital and traditional platforms, the travel guides highlight the favourite places of these three world-class Quebec artists. 

“The idea is simple - nothing beats knowing some great, less touristic spots when you’re visiting a city,” explained Anik Ouellet, creative director at Cossette. “We took it a bit further by creating musical travel guides - three destinations and three playlists carefully curated by three Quebec artists who share their favourite places.” 

Air Canada’s musical travel guides, available on Air Canada’s platform and , will transport listeners to the artists’ respective universes in Paris, Amsterdam and Barcelona. Each playlist consists of audio recordings that evoke the artist’s fondness for her various go-to spots and for the songs associated with them. An experience that’s sure to strengthen the bond between the artist, the listener and the city itself - all thanks to Air Canada.

“Music is an incredibly powerful means of exploration - it keeps us company enroute to our destination, but it also has the ability to spark memories and take us back to specific moments in our travels, in the same way as tastes and feelings do,” noted Martine Boulerice, director, brand marketing - Quebec and Aeroplan, at Air Canada. “That’s what led us to the idea of collaborating with local artists to guide and inspire travellers who’ll be exploring Europe this summer, whether for the first time or the twenty-first. On top of sharing their favourite spots and memories, these popular Quebec musicians transport us there through uplifting musical selections.”  

The campaign will be rolled out across the province from April 29th to June 2nd in OOH, online content, social media, and La Presse.