MONTREAL — Air Canada Vacations has launched its latest brand campaign, inviting Canadians to reconnect with the restorative benefits of taking time away.

Called ‘How does a vacation sound?’ and running from Oct. 6 to Nov. 2, 2025, the campaign blends sensory experiences with digital activations designed to help travellers slow down and embrace moments of calm through the sights and sounds of vacation.

“Vacations can be powerful,” said Selma Filali, Senior Director, Marketing and E-Commerce at Air Canada Vacations. “They allow us to escape the everyday, relax, recharge, make deeper connections and even try new things. Our hope is that this campaign will encourage Canadians to find those little moments of calm, reminding them just how restorative a vacation can be.”

The campaign includes a wide range of components, such as a ‘Sounds Like a Vacation Contest,’ out-of-home advertising, digital and social media activations, and radio spots airing in key markets like Montréal and Toronto.

A highlight of the initiative is a live, virtual sound bath experience in collaboration with wellness and travel content creator Carrie Bailey (@carrieann_bailey). The session will stream on Oct. 9 at 7:00 p.m. ET on the @aircanadavacations Instagram page, inviting viewers to pause and immerse themselves in a moment of sensory relaxation inspired by travel.

Coinciding with the campaign, Air Canada Vacations has launched its 2025/2026 Digital Sun Guide, featuring more than 620 all-inclusive travel packages and sun getaways. To celebrate the launch, the company is inviting Canadians to enter for a chance to win a one-week, all-inclusive trip for two to Punta Cana and 100,000 Aeroplan points. Click here for contest details.

For more information, go to aircanadavacations.com.