Canada’s Kindness Campaign: “Come Hug It Out” in the Eastern Townships

Photo Credit: Tourism Eastern Townships

Canada’s warmth is going viral. A heartfelt tourism ad from Quebec’s Eastern Townships recently captured hearts across North America with one simple message: hugs>tariffs.

CNN Travel reported on the viral ad earlier this month, highlighting the clip’s emotional power. The 30‑second video shows an anxious American tourist checking into a Québec hotel, hesitating to say, “I’m American”, only to have the receptionist hit a secret button and emerge for a warm embrace. Rather than focusing on language or politics, the ad conveys a universal message of acceptance, directly countering trade tensions and travel hesitancy.

Tourism Eastern Townships’ heartfelt approach

The ad campaign was launched in late May by Tourism Eastern Townships and Montreal creative agency La Bande. A press release celebrating its success noted:

• Millions of views across social platforms

• Special recognition from actress Sharon Stone, commenting, “Thanks we need a hug”

• Emotional responses from Americans on X and Instagram, including tearjerkers like “As an American… I need that hug” 

Isabelle Charlebois, General Director of Tourism Eastern Townships, stated: “We’re proud to see our warm welcome recognized far beyond our borders — and we’re ready to greet our American neighbors with open arms this summer.” 

Tension vs. tenderness

This warm gesture arrives amid growing skirmishes in U.S.–Canada trade, ranging from escalating tariffs to political friction. According to Afar, American tourist arrivals dropped around 10–12% in Quebec and nationwide compared to last year. In response, Tourism Eastern Townships pivoted away from conventional travel promos, opting to rebuild goodwill with authenticity and warmth.

In the campaign’s own words: “American travelers are a strategic market for us, but more than that, we value the close cultural and social ties… this is our way of saying we appreciate you.”

Early signs of impact

The response has been tangible and promising:

• Regional hospitality businesses are reporting increased bookings, not just from New England but also farther afield like California and Arizona
  Tourism Eastern Townships

• Tourism operators are adopting the “hug philosophy,” with a special ambassador touring local inns and restaurants to reinforce the campaign’s values
  CTVNews

• Plans are underway to expand the campaign into fall and winter, continuing the thread of heartfelt hospitality
  Jetsetter Guide

This campaign showcases a powerful example of “soft power” in action. It cuts through political noise, focusing instead on shared humanity. Offering a simple, affecting gesture that resonates far beyond the Townships. It's a reminder that travel marketing can be about more than landscapes and deals, it can build emotional bridges, too.

What to do if you’re a travel marketer

1. Lead with emotion : Build campaigns around shared human experiences, not just visuals or promotions.

2. Go local-first : This regional approach is a proof of concept before broader launch.

3. Engage ambassadors: Use local businesses to bring your message to real-world interactions.

4. Track ripple effects: Monitor increased bookings, social mentions, and online sentiment.