Ontario has unveiled a multimillion-dollar advertising campaign in the United States aimed at reinforcing economic and cultural ties with its southern neighbor as President-elect Donald Trump threatens a 25% tariff on Canadian and Mexican goods. The campaign, launched Monday, highlights Ontario’s strategic importance as a trading partner to the U.S. and its role in fostering economic stability and growth.
A Shared History and Vision
The 60-second ad emphasizes Ontario’s long-standing partnership with the U.S., featuring iconic landmarks like Niagara Falls and the Gordie Howe International Bridge. The ad underlines Ontario’s critical role in powering the U.S. economy, noting that if Ontario were a country, it would be the third-largest trading partner for the U.S. and the top export destination for 17 states.
“Stable and secure when the world around us isn’t, you can rely on Ontario for energy to power your growing economy and for the critical minerals crucial to new technologies,” the ad declares, calling for continued collaboration and mutual prosperity.
Strategic Placements During Key Events
The ad will air during prime-time slots on Fox News, NFL games, and at airports in Washington, D.C., throughout the holiday season. Expanded placements, including billboards, transit shelters, and streaming ads on platforms like the Fox Sports app during the Superbowl, are planned for the new year. Premier Doug Ford’s office confirmed the campaign, which is estimated to cost tens of millions of dollars, has been in preparation for months as part of Ontario’s strategy to adapt to the incoming U.S. administration.
Economic Stakes for Ontario
With Ontario’s auto manufacturing and energy sectors deeply tied to the U.S. economy, Trump’s proposed tariffs could significantly harm the province. Economists estimate a potential loss of up to 5% of Canada’s GDP, with Ontario bearing much of the brunt. NDP Leader Marit Stiles expressed support for ads that promote Ontario’s economic interests but cautioned against using them for political vanity.
Trudeau’s Efforts to Defuse the Situation
Prime Minister Justin Trudeau and his aides recently dined with Trump at Mar-a-Lago, where the president-elect prioritized addressing fentanyl trafficking across North American borders. While Trump did not outline specific concessions he seeks from Canada to avoid imposing tariffs, Trudeau has pledged to enhance resources for the RCMP and Canada Border Services Agency to address border security concerns.
As Ontario positions itself as a steadfast and indispensable partner to the U.S., the ad campaign aims to protect economic interests and encourage collaboration amid uncertainty surrounding the new administration’s trade policies.