‘Will and Grace’ star joins CTC and industry partners in multimedia campaign to show New Yorkers real Canadian humour and life.
There’s nothing like humour to break the ice and to show people’s real characters. So the Canadian Tourism Commission (CTC) was more than happy to collaborate on a new multimedia campaign to demonstrate the fun side of Canada to New Yorkers.
Eric McCormack, the Canadian-American star of TV’s smash hit “Will and Grace,” takes the lead in “Canada: For the Fun of It!” In a hilarious series of 30- and 15-second clips based on “The Office,” McCormack gets pitched by American advertising writers on ideas to promote Canada to the US, which are out of sync with the country he loves. The ads are screened on the campaign website as well as on NBC, in taxis and subway stations across New York City.
It’s not all just humour: Ben Aaron, a well-known correspondent for “New York Live” on WNBC-TV and one of the pitchmen in the ads, also stars in clips of his own from his Canadian travel experiences in Toronto and Ottawa, ON. Highlights include a dizzy trip round the EdgeWalk on the CN Tower, a club night at the Royal Ontario Museum and whitewater kayaking lessons.
The campaign partnership, which was assembled by Navigate and NBC Owned Television Stations, includes Ontario Marketing Partnership Corporation, Tourism Toronto, Ottawa Tourism, The Tourism Partnership of Niagara, WestJet and IHG–InterContinental Hotels Group.
New Yorkers now have easier access to Canada with WestJet’s new flights from LaGuardia Airport, and IHG provided hotel deals for the campaign across Canada.
“Canadian humour brings a smile to millions each year, so this campaign is an entertaining way to clear away some misconceptions our American friends may have about their northern neighbours,” says Gloria Loree, CTC executive director, Global Communications. “New Yorkers are a tough audience, but they have warmed to the ads and the prospect of Canadian travel experiences that are close by."