A chance to (re)connect
When tensions in the media mount, when borders seem more symbolically closed than ever, when even the statistics are bearing it out (American trips to Canada down 20% in early 2025), you have to act fast.
Faced with the situation, La Bande pitched a bold approach to Tourisme Cantons-de-l’Est, which immediately grasped its potential. The campaign quickly took off. The objective: to reassure a faithful but more hesitant clientele and remind it that, despite everything, it will always be welcomed with open arms.
A simple gesture, a strong message
The challenge was daunting: how to address a delicate situation without getting political about it, without moralizing? The answer: to build on surprise, emotion and authenticity.
In a warm décor typical of the Eastern Townships, an American tourist timidly introduces himself at the hotel reception. When he mentions that he comes from the United States, a silence falls. The receptionist then presses what appears to be a panic button. We expect the worst … but what comes next is a sudden warm hug, disarming and unexpected.
That’s where the message “Come Hug It Out” comes in. It’s an invitation to drop all the unpleasantness and rediscover what really matters: human warmth.
With an ultra-tight production deadline (one month for conception, shooting and putting it online) and a restrained budget for an international campaign, the gamble paid off thanks to a strong
concept and a specific media deployment: connected TV, YouTube and Facebook in the US Northeast.
A welcome that resonated
Result: over 15 million media hits in Quebec and around the world. Impressions, video completion, engagement on the social media, shares, articles… The campaign outdid all expectations, affecting potential visitors and local tourism actors (hotel operators, restaurateurs, etc.) alike.
And when Sharon Stone herself commented on the video in BuzzFeed, you might say the message hit home. And then some.
