Bell Media, in partnership with Destination Canada, Canada’s federal tourism marketer, announced today the premiere episode of its FOR GLOWING HEARTS French-language campaign, showcasing spectacular locations from coast-to-coast-to-coast.
With the campaign’s official launch on January 31 featuring its first English-language video, the goal of FOR GLOWING HEARTS is to inspire Canadians aged 35-64 to make the most of Canada’s unique winter and early spring months by exploring new destinations.
The bilingual campaign is available in English and French on Crave, marking the first French-language brand integration on the Bell Media streaming service. FOR GLOWING HEARTS is also featured in English and French on Bell Media TV channels and websites including CTV.ca, CanalVie.com, and Sympatico.ca.
The six-part digital series features bite-sized, three-minute episodes that follow a dynamic collective of high-profile Canadians on their travels across the country. Viewers are offered an authentic, first-hand look at incredible Canadian destinations, experiences, and the local ambassadors who bring each destination to life.
Today’s French-language premiere episode features Algonquin hip hop artist Samian as he embarks on a journey to the far north of Churchill, Manitoba. This follows the campaign’s kickoff episode on January 31 featuring CTV’s Mary Berg (MARY’S KITCHEN CRUSH) in Calgary, now available on CTV.ca and Crave. Full episode descriptions follow below.
FOR GLOWING HEARTS marks the first Bell Media campaign in which complete three-minute branded content episodes take over entire commercial breaks on:
- English specialty channels including Discovery, CTV Sci-Fi, and CTV Comedy
- French specialty channels including Canal D, Investigation, Canal Vie, Z, and RDS
“We are delighted to once again partner with Destination Canada to take viewers on a roadshow of some of Canada’s most breathtaking destinations, escorted by influential Canadians,” said Justin Stockman, Vice-President, Brand Partnerships and Client Strategy, Bell Media. “We’ve curated compelling content driven by personal and powerful storytelling, aimed to reach and inspire Canadians to explore the country’s vast geography, diverse cultures, and amazing people.”
“We want Canadians to discover new reasons and seasons to fall in love with Canada,” says Gloria Loree, Senior Vice-President, Strategy Marketing and Chief Marketing Officer, Destination Canada. “This series strikes at the heart of what makes our country a great place to explore by showcasing the people and places that make us uniquely Canadian.”
English-language episodes roll out Fridays on CTV.ca, and are available on Crave each Monday following launch:
Episode 1 (Now Available)
CTV’s Mary Berg (MARY’S KITCHEN CRUSH) explores the diverse food culture of Alberta and discovers how the people there shape the very tastes of Calgary.
Episode 2 (Now Available) Actor and model Jeffrey Bowyer-Chapman immerses himself in St. John’s LGBTQ+ community and finds out how this city strives to make everyone feel welcomed.
Episode 3 (Launching Friday, March 6) Olympic medalist and World Champion figure skater Tessa Virtue experiences the wonder of the Northwest Territories and learns how the people of Yellowknife are preserving their traditions and sharing their culture.
Episode 4 (Launching Friday, March 20) ETALK’s Tyrone Edwards meets up with musicians Silla + Rise to discover how the Ottawa area is a mosaic of old and new traditions all blending together in perfect harmony with each other.
French-language episodes roll out on CanalVie.com, Sympatico.ca, and Crave as follows:
Episode 1 (Now available) Hip hop artist, actor, and photographer Samian explores the tundra of Churchill, Manitoba.
Episode 2 (Wednesday, Feb. 26) Canadian actress Karine Vanasse (CARDINAL) discovers the natural beauty of British Columbia’s Okanagan Valley.