northernsoul
Media Kit
— 2024-2025 —
Northern Soul by Landsby
Northern Soul is a trusted digital magazine and travel inspiration hub dedicated to promoting responsible and immersive tourism in Canada. As the storytelling arm of Landsby, an award-winning travel company and Regenerative Travel Founding Agency of Change, we are committed to creating immersive and responsible travel content.
With our quarterly digital magazine and weekly newsletter, we aim to empower travellers seeking meaningful experiences while supporting a renewed Canadian tourism industry.
“Northern Soul is a reverent celebration of community, in all its delight and sincerity… they’re the real deal.”
Michelle Holliday - author of The Age of Thrivability
Leadership:
Jason Sarracini
Founder and CEO, Landsby & Northern Soul Magazine
Jason Sarracini is the visionary founder and CEO of Landsby, an award-winning Canadian travel company renowned for crafting unique itineraries and publishing the acclaimed seasonal travel magazine, Northern Soul. Landsby and Northern Soul are proud members of the OST.travel portfolio, which collectively boasts nearly 60 years of travel industry expertise.
Jason previously served as the Country Manager for the global travel media company, Travelzoo. He has also played pivotal roles in two successful startup exits: as the founder of the online travel company Target Vacations in 2012, and as a senior team member of the travel itinerary platform Umapped in 2018.
Izabela Jaroszynski
Managing Editor, Northern Soul Magazine
Izabela Jaroszynski is an award-winning journalist with more than two decades of experience working in community newspapers and magazines in Ontario. Throughout her career, she has covered business, lifestyle and news, always seeking to tell stories that matter to people and communities.
Izabela’s passion for storytelling and community journalism is matched only by her love of travel and her desire to connect with new people, places and cultures. Izabela joined the dynamic team at Landsby in 2021 as Content Director and oversaw the successful launch of Northern Soul in September 2023. She is a member of the Travel Media Association of Canada.
- Sample custom ad unit -
What Sets Us Apart?
Exclusive Canadian Focus: We shine a spotlight on the unique beauty and charm of Canada, celebrating its diverse landscapes and cultures.
Regenerative Travel: We champion sustainable tourism initiatives that enrich both the environment and local communities.
Support for Local Suppliers and Indigenous Tourism: By highlighting small operators and Indigenous tourism, we ensure that every journey supports local economies and cultural heritage.
Engaging Storytelling: Inspiration and storytelling are the heart of Northern Soul. Our compelling narratives foster meaningful connections between traveler, local host, and place.
High-Value Audience: Access a travel-oriented audience eager for unique Canadian experiences through our four seasonal digital issues and fresh weekly content.
“The dedication to producing high value and creative content is evident at every click.”
Starr McMichael, Co-Founder, IMPACT Sustainability Travel & Tourism
Our Travellers
Who Is Our Audience?
Northern Soul by Landsby offers a unique opportunity for travel companies to connect with engaged, high-value travellers seeking authentic Canadian experiences. Our audience consists of curious and independent explorers who prioritize meaningful travel. They are often referred to as "Authentic Experiencers," travelling not just to see new places but to immerse themselves in local cultures and landscapes.
Engagement Success
The average time spent on a page across all articles is 169.94 seconds, which is almost 3 times higher than the typical market average of 45 seconds. This impressive metric highlights the exceptional quality and engagement level of the content provided by Northern Soul by Landsby.
The consistently high average time spent on-page across all articles underscores Northern Soul by Landsby's success in creating engaging and compelling content. This achievement sets a benchmark for excellence in reader engagement within the industry.
Household Net Worth
> $1 Million
Occupation
2/3 Work in White Collar Jobs
Purchasing Power
Higher Disposable Income for High-End Leisure Activities
Demographics
Established Families or Middle Aged Couples
Source: Environics Analytics (2023). PRIZM.
Our Reach
Website Visitors
250,000 +
Email Subscribers
21,000 +
Open Rate
40%
Social Media Followers
5,000 +
Northern Soul by Landsby boasts a robust and engaged audience, providing travel companies with a valuable platform to connect with potential customers:
- Website Visitors: Over 250,000 visitors annually, showcasing a strong interest in authentic Canadian travel experiences.
- Email Subscribers: A dedicated community of 21,000+ subscribers, eager to receive insights and updates on responsible tourism.
- Open Rate: An impressive 40% open rate, indicating high engagement and interest in our content.
- Social Media Followers: More than 5,000 followers across our social media channels, fostering a vibrant community of travel enthusiasts.
This extensive reach enables advertisers to connect with a diverse audience passionate about meaningful travel experiences in Canada.
Rates
Elevate Your Brand with Northern Soul
Join Northern Soul in celebrating Canada's rich tapestry of experiences and connect with our engaged community of travel enthusiasts. Our partnership packages offer unique opportunities to showcase your brand and inspire meaningful journeys across our beautiful country.
Starter Package
Streamline your promotional efforts with our Essentials Package, offering a cost-effective blend of sponsored email, rotating ad units, and digital branding - ideal for driving immediate visibility and long-lasting engagement.
Rate: $5,000 CAD + HST
Tailored Package
Elevate your brand with a fully customizable advertising campaign, featuring exclusive digital assets, sponsored emails, social media co-posts, custom itineraries and more.
Rate: From $10,000 CAD+HST
Custom
Unlock a full spectrum of partnership opportunities with our full list of advertising products, providing tailored options across our websites, email campaigns, and digital magazine. Perfect for maximizing outreach, flexibility and influence.
Rate: À La Carte
Starter Package
- Featured article inclusion on the Northern Soul website
- 1 Sponsored Email to our Northern Soul Database (non-dedicated)
- A rotating Ad Unit on Northern Soul for min 6 months (uncapped impressions)
- Logo & brand on digital assets
Estimated Media Value $8.5K+
Rate: $5000 CAD + HST
(rates valid until Dec 31, 2024)
Tailored Package
- Dedicated Feature Article in Quarterly Digital Issue
- Custom Itinerary
- Interactive map feature on website (new for 2024!)
- A Series of Sponsored Emails to our Northern Soul Database
- A dedicated email message will be sent to our database to introduce our partnership and highlight key aspects of your destination/product.
- A Landsby Partner Card incorporated into the website - up to 5 Partners (new for 2024!)
- Custom ad units tailored to the partner
- Social Media Co-Posts (Twitter, Instagram, Facebook, LinkedIn)
- Logo & brand on digital assets
Estimated Media Value $48.5K+
Rate: *Starting at $10,000 CAD+HST
(rates valid until Dec 31, 2024)
À La Carte
Customize Our Partnership
Northern Soul Magazine:
|
Description |
Highlights |
Rate |
|---|---|---|
|
Featured Itinerary |
(only 4 available per year, bring your itinerary to life - sample here) |
CAD $6,500 |
|
Featured Article |
(including sponsored email - sample here) |
CAD $5,000 |
|
Featured Article in Magazine issue including sponsored email |
(only 4 available per year - sample here) |
CAD $6,500 |
|
Map Sponsorship |
(only 4 available per year - sample here) |
CAD $2,500 |
Email Advertising:
|
Description |
Rate |
|---|---|
|
Sponsored, Non-Dedicated Email |
CAD $2,500 |
|
Solo, Dedicated Email |
CAD $5,000 |
Ad Units:
|
Description |
Highlights |
Rate |
|---|---|---|
|
Rotating Standard Ad Unit |
(uncapped impressions - sample here) |
CAD $500/month |
|
Custom Ad Unit |
(uncapped impressions - sample here) |
CAD $1,895 for creative + |
|
Sneaker Ad Unit |
(uncapped impressions - sample here) |
CAD $1,000/month |
|
Website Sticky Note (as shown above) |
(monthly uncapped impressions) |
CAD $2,000/month |
|
(for suppliers only) |
CAD $100 per year |
- sample custom ad unit -
Why Partner with Us?
- Targeted Audience Reach: Attract travellers interested in responsible tourism, allowing you to reach a niche market of conscious consumers who value sustainability and cultural authenticity.
- Storytelling Power: Leverage compelling narratives about Canadian culture to enhance brand perception and create emotional connections with potential customers.
- Seasonal Relevance: With quarterly issues, you can showcase your offerings in line with seasonal travel trends, ensuring year-round visibility.
- Credibility and Trust: As part of Landsby, an award-winning travel company, you benefit from an established reputation and a commitment to responsible tourism.
- Multi-channel Exposure: Utilize Northern Soul's digital magazine and weekly newsletter to diversify marketing touchpoints and maintain ongoing engagement with potential customers.
“Northern Soul captures a compelling mix of the people, places, experiences, and stories that make Canada unique while respectfully and honestly navigating the complexity and nuance that also define the country.
In a sea of predictable travel content, Northern Soul's storytelling stands out.”
Partner Success Story: The Yukon
As of August 2024
- 23/24 YTD revenue increase with our Yukon suppliers by 165% on significant 6-digit revenue
- 23/34 YTD revenue increase with Air North by 172% on 6-digit revenue
Landsby became the exclusive Canadian partner for Elsewhere by Lonely Planet and successfully featured the Yukon in a dedicated email to the Lonely Planet database of over 800,000 subscribers. A copy of that email is here →
Investing in Landsby and Northern Soul Magazine yields significant results and considerable value.
We have expanded from our domestic focus to a more global reach as seen with our growth and distribution reach. Landsby and Northern Soul will continue to grow and deliver distribution, product development and awareness results.
Join our Northern Soul partners
Join our Northern Soul partners
Our Commitment to Impact
Regenerative Travel Agency of Change
In 2023, Landsby became Canada's first and only Founding Agency of Change with Regenerative Travel. The designation means Landsby is part of a small but growing network of travel agents who work to bring regenerative travel experiences to their clients, thus becoming stewards of change in the travel industry.
Landsby Smart Forest
Landsby has established a Smart Forest in New Brunswick's endangered Acadian forest, partnering with Canada’s Forest Trust Corporation for over 100 years of preservation. This initiative will support 5,000 trees to sequester carbon, enhance biodiversity, and honour Indigenous Land Knowledge while contributing to UN Sustainable Development Goals
Landsby Learning Gardens
The Mabin School, Canada’s first Ashoka Changemaker School, fosters leadership and empathy. In the Landsby Learning Gardens, students engage in hands-on inquiry about nature and community. Co-created with Landsby, these gardens enhance learning and inspire students to make a positive impact beyond their school.
Indigenous Tourism Vision 30 Pledge
Landsby has signed the Vision 2030 Pledge from the Indigenous Travel Association of Canada (ITAC) to make Canada a leader in Indigenous Tourism by 2030. This is vital as Indigenous tourism is integral to Canadian tourism and fosters reconciliation by connecting cultures. We invite everyone to celebrate and uplift Indigenous tourism across the country.
Partner with Northern Soul by Landsby
“I am enjoying reading each issue of Northern Soul. The different articles demonstrate storytelling that offers insights about people, culture, land and community, which help me be drawn into considering things about travel in Canada I have not had any exposure to previously. I also admire their focus on helping travellers to travel sustainably and responsibly.”