Canada column for Sunday, July 29/12
THE CANADIAN REPORT
(c) By Jim Fox
A “softer, gentler America that looks a lot like Canada” is being portrayed in a tourism ad campaign called “Discover America.”
The Canadian Broadcasting Corp. made that assessment of the campaign that depicts the U.S. with a diverse population and stunning landscapes.
The U.S. is spending $20 million in Canada on ads at a time when money to promote Canadian tourism has been slashed by the federal government.
This cross-border competition for tourists is “scaring the daylights” out of the tourism industry here, the Toronto Globe and Mail reported.
It is said to be the first national effort to sell America to the rest of the world since the Reagan administration and has arrived in Canada, the United Kingdom and Japan.
Ads will appear in Brazil, South Korea, Germany, Australia, China and India this fall and next year.
The centerpiece TV commercial features the folksy Land of Dreams sung by Roseanne Cash accompanied by diverse musicians.
Scenes of urban and nature vistas flash across the screen interspersed with multicultural images such as smiling women in hijab and musicians playing the sitar.
“Discover this land as never before” is the tagline.