What began as a heartfelt invitation to American travelers has now become an international sensation. The Eastern Townships’ Come Hug It Out tourism campaign, designed to remind visitors from the U.S. that they’re always welcome in this charming Canadian region, has gone viral, racking up millions of views and even catching the attention of Hollywood icon Sharon Stone, former star of Basic Instinct.
Launched in late May across the U.S. Northeast, the campaign features a humorous yet touching video of an American traveler being quite literally embraced by the warmth and authenticity of the Townships. It is a simple, powerful message: “You’re not just expected in the Eastern Townships, you’re truly welcome.”
And now it seems everyone’s talking about it! The campaign has struck a powerful emotional chord south of the border, with countless comments and shares from U.S. viewers expressing how much they appreciate its heartfelt, genuine tone. To date, it has garnered millions of views across social media platforms and earned prominent coverage in major outlets including CNN, CBC News, Seven Days, CTV News, MSN, Yahoo, BuzzFeed, and many more.
North Hatley is one of the prettiest villages in Canada. JIM BYERS PHOTO
When BuzzFeed featured the story, actress Sharon Stone chimed in, saying “Thanks, we need a hug”, a spontaneous, heartfelt reaction that reignited conversations about the power of authentic tourism marketing and the enduring bond between the U.S. and Canada.
It’s a very cute ad for a part of Canada and Quebec I dearly love. I’ve been at least four times over the years, and always enjoy the scenery, the food, and the people. I particularly love the village of North Hatley and also the town of Sutton. Auberge West Brome is a marvelous place to stay near Sutton, with fabulous food. I also love the village of Knowlton, or Lac Brome, which has been made famous by the novels of Quebec writer Louise Penny.
Here’s a link to a story about a great trip I had back in 2017.
“It’s incredible and unexpected to see our message resonate so widely, and Sharon Stone’s comment was the cherry on top,” said Isabelle Charlebois, General Director of Tourism Eastern Townships. “We’re proud to see our warm welcome recognized far beyond our borders — and we’re ready to greet our American neighbors with open arms this summer.”
A Warm Welcome That Transcends Borders
Renowned for its four-season appeal, peaceful countryside, abundant outdoor activities, culinary delights and European charm, the Eastern Townships has long been a favorite destination for American travelers seeking a breath of fresh air. But in recent months, travel from the United States to the province of Quebec has slowed. In response, the region launched this advertising campaign to bring back the road-tripping spirit, with humor, heart and a hug (literally).
The response is already being felt on the ground: businesses report increased bookings from U.S. travelers, including some from as far afield as California, Arizona, and other western states. An ambassador program is also visiting regional businesses to ensure visitors feel the genuine welcome that inspired the campaign in the first place.
Tourism Eastern Townships intends to build on this momentum, with plans already in motion to extend and adapt the campaign into the fall season.
For those of you who may be unaware, the Eastern Townships are just the other side of the border from Vermont, New Hampshire and Maine, and less than an hour from the magnificent city of Montreal.
