Ontario launches multimillion-dollar U.S. ad campaign amid Trump’s tariff threat

Ontario Launches Multimillion-Dollar U.S. Ad Campaign Amid Tariff Threats

As Canada faces the threat of 25 per cent tariffs enacted by president-elect Donald Trump, Ontario has launched a multimillion-dollar ad campaign aimed at highlighting the economic and cultural ties between the province and its southern neighbor.

The 60-second ad features new and archival footage showcasing shared landmarks like Niagara Falls and the Gordie Howe International Bridge, emphasizing the strong partnership between Ontario and the United States. The narrator highlights Ontario’s role as a stable and secure ally, providing energy to power the U.S. economy and critical minerals for new technologies.

The ad also points out that if Ontario were a country, it would be the U.S.’s third-largest trading partner and the top export destination for 17 states. It calls for bringing jobs back home and building together for more workers, more trade, more prosperity, and more security.

Released on Monday morning, the ad is set to run throughout the holiday season, with plans for expanded placements on television and streaming apps in the new year leading up to Trump’s Jan. 20 inauguration. Premier Doug Ford’s office has confirmed that the ad will target prime-time hours on Fox News and NFL football games, as well as airports in the Washington area during Christmas.

In the new year, the campaign will extend to transit shelters, billboards, and digital channels in key states with strong economic ties to Ontario. A version of the ad will also stream on the Fox Sports app during the Super Bowl.

While the exact budget for the campaign remains undisclosed, reports suggest it is in the tens of millions of dollars. Ford’s office states that the campaign is part of a strategic plan in anticipation of a new U.S. administration, with the aim of reinforcing the bond between Ontario and the United States.

Concerns have risen over the potential impact of a 25 per cent tariff on Canadian and Mexican goods, with economists warning of significant losses to the country’s economy. Ontario, in particular, could face hardships due to its close ties with the U.S. in sectors like auto manufacturing and energy.

Prime Minister Justin Trudeau recently met with Trump to discuss border security issues, with a focus on stopping the flow of fentanyl. Trudeau has pledged to increase resources for the RCMP and Canada Border Services Agency in response to Trump’s demands for tighter border controls.

As Canada navigates the challenges posed by the incoming U.S. administration, Ontario’s ad campaign serves as a reminder of the enduring partnership between the province and its southern neighbor.