Canada’s top export – humour?
NEW YORK, June 18, 2012 /PRNewswire/ — Moose…hockey…maple syrup. If that conjures up images of Canadian pets, entertainment, and cuisine, you are not alone – for now. But you may want to take a sneak peek at Eric McCormack’s view of a lesser known but more real side of Canada.
Canadian writers and comedians have long shared their unique brand of humour (yup with a “u”) to entertain millions of people worldwide. Tapping into the smiles is the focus of Canada: For the Fun of It! – a multi-media campaign designed to share a bit more of what Canada is really all about (we know, we know, you hear “aboot”). Canada: For the Fun of It! profiles some of the strange, quirky and misunderstood things often thought about (sigh…aboot) Canada. It features Eric McCormack as the champion for Canadian tourism who is being pitched by advertising writers on ideas that will promote Canada to Americans – which are not quite in line with the Canada he knows. The behind-the-scenes footage will be turned into :30 second spots for broadcast and out of home placements, and a series of online only “rants” from McCormack on the topic of “misunderstood Canada.” It debuts on www.canadaforfun.com.
McCormack, the talented award-winning actor and writer, uses his home-grown Canadian wit along with some hands-on experiences to demonstrate there’s a thing or two to learn about Canada, with a few surprises along the way.
“Humour is an intrinsic part of our culture and is a great way to give Americans who haven’t had a chance to visit Canada an inside look at their northern neighbours. We hope they enjoy Eric’s take on our myths and realities, and get to see why Canada is such a fun place to visit,” noted Greg Klassen, Senior Vice President of the Canadian Tourism Commission (CTC).
A real ‘night at the museum’ with dinosaurs and dj’s in Toronto’s renowned Royal Ontario Museum, buzzing Niagara Falls in a helicopter, and white-water kayaking lessons within walking distance of downtown Ottawa are just a few of the unexpected delights that were in store for Ben Aaron as he set out to see the country for himself. Aaron, a well-known correspondent for New York Live on WNBC-TV, plays one of the pitchmen for Eric McCormack in the Canada: For the Fun of It! spots.
Ronald Holgerson, President & CEO of Ontario Tourism Marketing Partnership (OTMP) agrees: “We are excited to share with Americans the incredible world-class experiences that are found in Ontario, and have them discover that although we are right next door, what they will find is anything but ordinary.”
Created by Navigate, in partnership with NBC Owned Television Stations, and under the auspices of the CTC, OTMP, Tourism Toronto, Ottawa Tourism, The Tourism Partnership of Niagara, WestJet, and IHG – InterContinental Hotels Group, the campaign will launch in the New York metro market on television, online, in taxis, and in commuter rail stations on June 18, 2012.
NBC Owned Television Stations is the division of NBCUniversal that includes 10 local television stations and their digital channels and websites, as well as a group of out-of-home properties and a production company. The 10 stations produce and deliver compelling and unique local news, information and entertainment programming to viewers in the communities they serve, which include New York, Los Angeles, Chicago, Philadelphia, San Francisco Bay Area, Dallas-Fort Worth, Washington, D.C., Miami, San Diego and Connecticut, with a goal of connecting to their audiences anytime and anywhere.
Navigate is a next generation communications company that aggregates brand, marketing, media, technology, and partnership expertise to generate solutions which drive results for the hospitality and tourism industry. Our distinctive platform provides a comprehensive suite of best in class products and services to keep our clients one step ahead.
U.S. Media Inquiries:
Canadian Media Inquiries: