Forecast: Viral. The Weather Network’s Big Bet on Canadian Identity
In a country where the weather is a national pastime, The Weather Network and MétéoMédia have transformed forecasts into fuel for Canadian pride.
Launched in February 2025, the “Canada. Ready for Anything. / Prêts à tout. Ensemble.” campaign celebrates the unique blend of resilience, adaptability, and humour that defines Canadians from coast to coast to coast. From witty lines like “Unapologetically Canadian. Just like the weather,” to visuals spotlighting real moments of snowy commutes, prairie thunderstorms and maritime fog, the campaign resonated far beyond meteorology.
And the numbers back it up.
+3,933% engagement on social media
+27% digital ad impressions delivered
+72% increase in fans and followers across platforms
+63% growth in small business advertisers month-over-month
That kind of performance doesn’t just signal a strong creative—it proves that Pelmorex (parent company of The Weather Network and MétéoMédia) has tapped into something bigger: a national craving for shared identity and local connection.
“Few things are more Canadian than talking about the weather,” says Patricia Bosch, Director of Marketing at Pelmorex. “We wanted to remind Canadians that when they check the forecast, they’re supporting a proudly Canadian company working to keep them informed and safe.”
From Rain Boots to Revenue
Beyond clever slogans, the campaign is rooted in strategy. It bridged community storytelling, travel inspiration, and small business support under one cohesive brand narrative. As part of the campaign, Pelmorex launched a four-part docuseries—Experiencing Canada—which took viewers on a visually rich journey through the Osoyoos Desert, Peggy’s Cove, Newfoundland’s easternmost tip, and Quebec’s Saguenay-St. Lawrence region.
In partnership with Choice Hotels Canada, the docuseries was not only distributed on The Weather Network’s owned channels (including Connected TV, web, and social), but tied to a national contest offering 150,000 Choice Privileges Points—inviting Canadians to write their own travel story.
According to Brian Leon, CEO of Choice Hotels Canada, the alignment was natural: “Experiencing Canada provides a fresh new perspective on travel inspiration that fits perfectly with our loyalty marketing strategy.”
A Forecast for What’s Next
This campaign isn’t a one-off. It’s a signal of Pelmorex’s wider pivot into values-based branding and experiential storytelling. With continued momentum across media, content, and community-led initiatives, the company is positioning itself not just as a source for weather—but a platform for connection.
As climate volatility and global uncertainty continue, the “Ready for Anything” message may prove more than marketing—it could become a movement.
Because whether it’s hail, heatwaves, or heritage, Canadians are standing tall—with umbrellas up.
