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In order to highlight their many flight destinations, Air Canada will be opening a pop-up restaurant in Washington D.C. that sells different flavors of poutine inspired by ten of these locations.

From November 9th to 15th, this pop-up will play a part in the brand’s #AirCanadaFliesThere integrated marketing campaign. For just $5, customers can try one of these tasty dishes and all proceeds will go to Martha’s Table, a local charity whose mission is to increase access to quality education, healthy food, and family support. During their stop, customers will also have the opportunity to participate in a virtual reality, on-board experience and enter for the chance to win two tickets for a flight from one of a few selected American airports to any of Air Canada’s destinations worldwide through an Instagram and Twitter competition. One winner will be chosen per day for one week.

Millennials are spending more than any other generation on traveling and satisfying their wanderlust, and brands in the industry need to figure out how to grab their attention in the most authentic way possible. By providing a unique experience for customers and supporting a good cause at the same time, Air Canada has found a natural way to start the conversation.