Close economic ties: Ontario to spend tens of millions on U.S. ad campaign as Trump pledges tariffs

The Ontario government is launching a multimillion-dollar advertising campaign in the United States highlighting that country’s close economic ties with the province and the future possibilities between the two, as incoming president Donald Trump vows massive trade tariffs against Canada and Mexico.

 

The ads for the campaign, which launches Monday, were filmed before the U.S. election as the province sought to get ahead of a further shift toward protectionist trade policies regardless of who won, according to a senior Ontario government source. The Globe and Mail is not identifying the source because they are not authorized to speak publicly about the campaign before it debuts.

 

The budget for the campaign is in the tens of millions of dollars and was always planned to start next week, the source said. The ads will highlight the strong trading relationship between Ontario and the U.S., focusing on benefits of that relationship, including job creation, critical minerals and energy.

 

Ontario is the third-largest export destination for the U.S. and the top trading partner for 17 states.

On Monday, Mr. Trump vowed to impose 25-per-cent tariffs on all imports from Canada and Mexico as he demanded the two countries take steps to stop the flow of migrants and fentanyl into the United States.

 

Ontario’s ad campaign includes a 60-second television advertisement, as well as two 15-second spots, and ads for transit shelters, billboards and print. It will also be featured in the Washington airport during the holiday season, the source said, as well as in other target markets. The ads will air on Fox News during prime-time hours and on ESPN during NFL football games.

 

Ontario Premier Doug Ford referenced the ads Tuesday in a scrum with reporters at Queen’s Park, saying the campaign will air in all jurisdictions in the U.S. The ads will talk about “how we are stronger together and weaker when we’re apart,” he said.

 

Mr. Ford pointed to critical minerals being sent to the U.S. military as well as Canadian soldiers helping the Americans in key conflicts.

 

Prime Minister Justin Trudeau is set to meet with the premiers Wednesday evening to discuss a “Team Canada” approach to the potential tariffs.

 

 

 

 

 

This article was first reported by The Globe and Mail