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Prime Minister Justin Trudeau Tries to Lure More Americans to Canada in New Tourism Campaign – Adweek


Trudeau chats about undiscovered Canadian destinations. Canada Explore

To attract more U.S. tourists, Destination Canada, the country’s national tourism marketing organization, brought in the big guns: Canadian Prime Minister Justin Trudeau, whose good looks and feminist viewpoints have won him lots of American fans. (At a state dinner in March, President Obama called him “the most popular Canadian named Justin.” Move over, Bieber.)

Trudeau appears in the first video of Destination Canada’s three-year campaign, “Connecting America,” which launched this month and will include ads and social media content for the U.S. market that showcases Canadian destinations.

“Our research tells us that there are 30 million Americans actively considering Canada when they’re looking at online travel choices, but the perceptions are that we’re cold all the time, that we’re far away, and that we lack urban sophistication and culture,” said David Goldstein, president and CEO of Destination Canada. “Previous campaigns have done a great job at extolling the natural virtues of Canada, but the average American consumer has a hard time of figuring out what to do and where to go.”

Over steak and seafood at a Montreal restaurant, Trudeau talks with Top Chef winner Kristen Kish about Canada’s culinary scene, the country’s unheralded wine industry, and off-the-beaten path rural and urban…



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