Imagine you’re a marketer sitting in Sherbrooke, Quebec. You look south toward New England and up toward the rest of the United States. You see border crossings, you see travelers hesitating – whether from tariff headlines, shifting travel advisories, or a general sense of unease. What kind of message would break through? A cheap price deal? A boast about scenery? Maybe not. What if what people needed most was a hug.
That’s the core of the “Come Hug It Out” campaign launched in summer of 2025 by Tourism Eastern Townships. The idea is simple, raw, and touching: American visitors aren’t just welcome—they are missed, valued, and embraced. In a world of boundary lines (literal and metaphorical), the campaign uses warmth as its border crossing.
A Campaign Built on Authentic Connection
In late May 2025, the Eastern Townships rolled out a 30-second video. In it, an American traveller shyly confesses: “Sorry, I don’t speak French. I’m just visiting. I’m American.” The receptionist, instead of awkwardness or indifference, presses a red button. The counter swings open. And she steps out, arms open, to give a hug. That’s the moment. It flips the expectation of “you might feel foreign here” into “you’re home.”
The messaging around the ad emphasizes not the price, the attractions, or even the scenery (though the Eastern Townships has all those), but connection, safety, belonging. “Our American guests are more than tourists – they’re part of our story,” says Isabelle Charlebois, the region’s tourism director.
Why This Strategy Works (Especially Now)
There are several strategic, emotional, and contextual factors that make “Come Hug It Out” more than just a feel-good ad. They also make it a case study worth watching for any advertiser.
- Emotional resonance in uncertain times
Political tension, tariff threats, changing travel rules—all of this has made cross-border travel from the U.S. to Canada more fraught. Many potential visitors are unsure about “how they’ll be treated”, or whether the trip is worth the friction. A campaign that addresses, even indirectly, those anxieties with warmth helps reassure. - Surprise and delight via subverted expectations
The red button under the counter, the moment of anticipation (“Is she going to be hostile, standoffish, indifferent?”), followed by a hug—that moment of reversal makes the ad memorable. It leans into humour, but not at the expense of sincerity. That kind of twist helps content stick. - Authenticity and follow-through
They’re not just broadcasting warm messages. The region is mobilizing local businesses via an ambassador program to make sure the experience on the ground matches what’s promised. If you market hugs but deliver cold service, the backlash could be brutal. - Amplification via earned media & social sharing
The campaign quickly went viral. Millions of views; high profile media coverage; celebrity engagement (Sharon Stone) gave it an unexpected boost. Acts of vulnerability or kindness tend to be shareable, especially when they cut across national borders. - Leveraging what already exists
The Eastern Townships already has natural beauty, proximity to parts of the U.S., European-flavoured charm, culinary delights, year-round seasons. The campaign doesn’t need to invent a new reason to visit; it builds on existing strengths, with human emotion as the differentiator.
What Marketers Can Learn from “Come Hug It Out”
For those of us working in advertising, especially destination or tourism marketing, there are several lessons here.
- Don’t undervalue emotional authenticity. Practical considerations (costs, access, amenities) are necessary, but emotionally resonant messaging can cut through noise and lead to action in ways that data and features alone often don’t.
- Use narrative surprise. A small twist or unexpected moment can transform an ad from forgettable to shareable. The red-button-hug moment is a great example.
- Ensure delivery aligns with message. If you promise warmth and welcome, every touchpoint with visitors (from the ad to greeting at the desk to signage to local service) needs to echo that promise.
- Go for earned & share-worthy media. The campaign did well because people found it shareable, because reactions were honest. That amplifies paid media in multiplier fashion.
- Adapt seasonally and expand beyond first wave. The campaign doesn’t stop at summer; it plans into fall. This keeps momentum going. It gives the opportunity to highlight new seasonal assets (autumn foliage, winter activities, etc.).
Potential Risks and Considerations
No campaign is perfect. Some possible pitfalls:
- Overpromising. Warm advertising raises expectations. If local businesses or service points don’t match the tone (language barriers, indifferent service, etc.), visitors might feel misled.
- Cultural misinterpretation. What feels warm and “huggy” in one place may feel invasive or odd to some. Messaging needs sensitivity.
- Dependency on viral effects. Viral visibility is nice, but not always controllable. Relying too much on surprise media pickup might leave gaps if reach is lower in certain segments.
- Sustainability. Can the campaign sustain momentum and positive sentiment into low seasons? Will fall/winter adaptations keep the emotional core alive?
Impact so Far
The “Come Hug It Out” campaign appears to already be reaping rewards:
- Increased bookings from American travellers, beyond the immediate border states.
- Strong engagement online, millions of views, media coverage, celebrity mentions.
- Local businesses are reporting tangible effects.
What’s Next: Sustaining the Hug
The Eastern Townships are planning to build on this, not rest on their laurels. Fall/winter seasons are being considered in future adaptations. The authenticity promise is being reinforced with on-ground efforts. The objective: make the message of welcome part of the region’s identity, not just a seasonal ad.
Why It’s a Case Study Worth Remembering
Because in advertising, there’s always a balance between reach, message, and conversion. “Come Hug It Out” strikes that balance by:
- Reaching deeply into people’s emotional selves (not just their travel-lists).
- Messaging that acknowledges uncertainty but counters it with warmth.
- Conversion not just as “visits booked” but also in rebuilding goodwill, cross-border relationships, trust.
If you’re in tourism, or any business reliant on trust or goodwill, this campaign is a template: say something human, show people in a gut-honest way that you see them and you care, deliver on the promise, and let the magic of authenticity ripple outward.