August 11, 2026 Team Contributor
MONTREAL, CA – Air Canada Vacations (ACV) has officially launched the latest iteration of its “How Does a Vacation Sound?” national marketing campaign, encouraging Canadians to step away from screen time, slow down, and immerse themselves fully in their travel experiences.
Running nationwide from August 10 through September 7, 2026, the promotional initiative highlights a shift in consumer sentiment toward mindful, authentic travel. Rather than rushing through jam-packed itineraries, the campaign urges travellers to focus on creating meaningful memories with loved ones across every stage of their journey.
Mindful Travel Takes Centre Stage
The strategic effort comes at a time when digital burnout remains a top priority for Canadian holidaymakers seeking restorative getaways.
Selma Filali, Senior Director, Marketing and Digital at Air Canada Vacations, is of the view, “Travel has always been about more than simply reaching a destination. In today’s always-connected world, many Canadians are looking for opportunities to slow down and be fully present. Through this campaign, we want to inspire travellers to rediscover the excitement of looking forward to a vacation, creating lasting memories and reconnecting with what truly matters.”
To reach consumers across multiple touchpoints, ACV is executing dynamic social and digital media placements alongside high-impact out-of-home (OOH) advertising in major urban markets, including Toronto and Montreal. Additionally, the tour operator has teamed up with lifestyle influencers to promote a “Vacation Starter Pack” giveaway featuring curated travel accessories.
The latest campaign comes as Air Canada continues to expand its travel and loyalty offerings. Earlier initiatives have also highlighted Air Canada Aeroplan and Hyatt’s partnership, giving travellers another development to watch across the broader Air Canada travel ecosystem.
2026–2027 Digital Sun Guide Expands Beach Offerings
Coinciding with the campaign launch, Air Canada Vacations unveiled its updated 2026–2027 Digital Sun Guide. The comprehensive digital catalogue features the tour operator’s popular “Dream of Sun” collection, packing in more than 600 individual travel options.
Canadian travellers planning upcoming winter or warm-weather escapes can browse an expanded portfolio of ocean cruises and all-inclusive resorts, alongside new sunny beach destinations across Europe. The expanded choices give travel advisors and consumers greater flexibility when customizing warm-weather itineraries.
The campaign also follows Air Canada Vacations’ recent efforts to support its travel advisor network, including summer booking incentives designed to encourage bookings during the summer period.
High-Value Consumer Contest and Aeroplan Perks
To drive active engagement during the four-week promotional period, Air Canada Vacations has also introduced its “Unwind with a Vacation Contest.”
One lucky grand prize winner will receive a comprehensive luxury getaway package, which includes:
- Round-trip airfare on Air Canada.
- A seven-night all-inclusive stay for two adults at the Royalton Reserve Paraíso de la Bonita in Mexico’s Riviera Maya.
- 100,000 bonus Aeroplan® points to use toward future travel reward bookings.
Over Five Decades of Travel Expertise
For over 50 years, Air Canada Vacations has operated as one of Canada’s leading tour operators, offering flight-and-hotel packages, cruises, guided tours, car rentals, and excursions worldwide. With flight connections operated by Air Canada and Air Canada Rouge, the company continues to bolster its presence in key sun destinations across Mexico, the Caribbean, and Europe.
Through this latest multi-channel campaign, ACV reinforces a simple message for Canadian travellers this season: taking a break isn’t just about where you travel, but taking time to unplug, reconnect, and savour every single moment away.
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