Canada struts its stuff in million-dollar purchase of every ad in the New Yorker
As the G8 and G20 summits loom, now is apparently the time to remind Americans that we’re not backward hicks who while away the peak tourist season drinking mooseshine in our igloos. The medium, in this case, is the current issue of the New Yorker, which has had literally all of its ad space bought out by Canadians: the feds, provincial governments, tourism boards, businesses and the like. “It was a chance for us to stand up and shout into America, into New York,” Bob Dodd of Dodd Media Sales told the Star. But just what is being shouted?
Well, one pro-Toronto ad astutely points out that our city is just as good as any major city, with “world class shopping, sports and dining.” The two seemingly drunk pseudo-models seem pleasantly surprised. “Come see why everyone is talking about Toronto,” the ad continues, even though everyone is talking about Toronto because the entire downtown core is in lockdown. In fact, the U.S. government has expressly told its citizens not to come see why everyone is talking about Toronto.
True to G20 style, the cost of buying out the New Yorker was exorbitant (the Star speculates it cost more than $1.1 million). Part of that cost was incurred by the government, which used the space to boast of Canada’s relevance due to our strong banking system and penchant for windmills, among other things.
4 thoughts on “Canada struts its stuff in million-dollar purchase of every ad in the New Yorker”
Love that there is a shot of Niagara Falls in that Toronto piece.
Ahh, American’s we can fool ’em!
Club hair and drinks in a limo? LOL … as if. The real reason people elsewhere talk about Toronto be it Berlin or NYC is what plays out on the patio of Sweatty Betty’s or what epic homegrown band’s at the ‘Shoe or spinning Wrongbar. The kind of mainstream upscale club silliness captured here is actually a marked weak point for TO nightlife vs. other “world” cities and thus NOTHING to write home about (much less feature in glossy New Yorker spreads).
The sales team at The New Yorker must be laughing all the way to the bank on the fast one they’ve pulled on those “nice” Canadians!
Talk about wrong messaging, wrong placement, wrong demographic….
Try talking about the authentic experiences that each province is so blessed to be able to offer…and advertise in New York Magazine & T if you’re really trying to get the 25-45 demographic to come adventure up to Canada this summer (if that is they haven’t already booked up their escape from Gotham)
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