Air Canada, the largest airline in Canada, has launched its winter campaign aimed at convincing British travellers that the Americas aren’t a bad place to visit in the colder months.

The #CoolNotCold integrated marketing campaign will see the airline open up an Air Canada Poutinerie that will offer a variety of worldly twists on the famous Quebecois dish Poutine, giving guests the chance to experience a taste of Canada combined with a taste of one of 10 destinations.

At the Poutinerie, curious foodies will have the chance to enjoy an Air Canada flight through a VR on-board experience, and enter an Instagram and Twitter competition to win Air Canada flights. Two economy class return tickets are up for grabs each day to guests that post a picture of their Poutine from the pop-up to @aircanada on Instagram or Twitter with the hashtag #CoolNotCold.

The Poutinerie will open from 3 November to 11 November in Londons Shoreditch from 12pm to 4pm and 5pm to 10:30pm daily.

“The #CoolNotCold campaign is part of Air Canada’s new push to challenge what UK travellers think about the Americas in winter” said Andrew Edmonds, manager of UK business travel sales at Air Canada. “We want to encourage everyone to explore what these fantastic destinations have to offer all year round.”

The marketing campaign has gone live with digital out-of-home placements in and around London, followed by print adverts. Digital lightboxes and banners will arrive in early November.

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