Air Canada Vacations is inviting people to share their mood when they are traveling.

“Vacation Mood,” is a socially-led fall and winter brand campaign with the aim to create a community of real people on real vacations.

The brand is offering up a chance to win an all-inclusive Mexican vacation along with 100,000 Aeroplan points, as well as the chance to be featured on its social channels, by using the hashtag #MyVacationMood and by tagging Air Canada Vacations on social.

“As a leader in the leisure travel industry, we remain very active, maintaining a strong presence in the market from both a marketing and brand perspective,” says Selma Filali, Air Canada Vacation’s senior director of marketing and ecommerce. “At the same time, we also want to have a conversation with Canadians, celebrating their vacation moments throughout the year and be a part of their journey as they build new memories along the way.”

Filali explains that the brand’s belief is that when people share cherished travel memories, it inspires other Canadians to create their own experiences as well.

She tells strategy the “mood” positioning has the potential to live beyond this particular campaign, because the brand sees it as inspirational. Consumer research reveals that what motivates travelers is authentic, unbiased opinions about a destination from a peer or trusted third party.

Filali adds that the campaign is social-first by design, with its tagline crafted by using language often seen on social media to prompt the audience to want to share and engage with the campaign and one another.

“Vacation Mood” runs until September 8, and includes digital and social media, a contest microsite, and out-of-home media placements in key cities across the country, each depicting a series of playful vacation moods and moments. Air Canada Vacations often leverages OOH as part of its media strategy with a focus on major Canadian markets including Montreal and Toronto, Filali points out.

The launch of the new campaign coincides with “back-to-school” season, which is also a time when Canadians start thinking about planning their fall and winter getaways. Therefore, the campaign also unveils Air Canada Vacations’ new 2024-2025 Digital Sun Guide that features a curated collection of 600 all-inclusive travel packages and sun getaways.

The guide is meant to be inclusive, and includes family-friendly resorts, adults-only options and LGBTQ2+ vacation spots and hotels.

All the creative was done in-house, as was the media buy.