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Random freezes, missing sound and display glitches usually trace back to one bad driver. Find and replace yours safely.Free scan · under a minuteThere is no single campaign that can be confidently identified as “Canada’s latest tourism campaign” from the available reporting. One likely source of the headline is Eastern Townships Tourism’s 2025 “Come Hug It Out” ad, which coverage called viral and linked to a reaction from Sharon Stone. But that is a regional Quebec campaign, not a national campaign—and the reporting does not show that Americans broadly “lost their minds” over it.
Which Canadian tourism campaign is the headline referring to?
The evidence points to several separate campaigns, rather than one clear “latest” effort. They have different publishers, dates and concepts, so they should not be treated as a single initiative.
| Campaign | Publisher and date | Concept and audience | Documented response |
|---|---|---|---|
| “Come Hug It Out” | Eastern Townships Tourism, 2025 | A hotel check-in scene depicts an American visitor receiving a warm welcome, including a hug. Time Out Canada covered the ad. | Coverage described it as viral and reported that Sharon Stone reacted; no measured audience result or broad public reaction is established. Fast Company |
| “Embrace the Offseason” | Destination Canada, 2024 | A fall-trip invitation to Americans, promoting Canadian landscapes and a warm welcome. Destination Canada’s annual report says the content also appeared in additional markets and travel-media channels. Destination Canada annual report | The cited report documents the campaign, but does not establish a viral reaction. |
| “Resolution Reset 2026” | Destination Canada; the cited post refers to 2026 | Pamela Anderson invites Americans to take a “Resolution Reset” in Canada. The activation was intended to create early-year emotional relevance and support summer and fall travel planning. Destination Canada post | The post describes the activation’s intent, not a measured public response. |
What happens in “Come Hug It Out”?
The ad uses a hotel check-in to dramatize a friendly reception for an American traveler. The hug is the central gag and message: visitors are being welcomed, not kept at arm’s length. It is a campaign for Quebec’s Eastern Townships, so it should not be described as a national Canadian campaign.
Time Out Canada quoted Isabelle Charlebois, General Director of Tourism Eastern Townships, saying: “Our American guests are more than tourists, they’re part of our story.” The outlet’s coverage places the line in the context of the region’s welcome to American visitors.
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What reaction has actually been reported?
Coverage reported a viral response to the Eastern Townships ad and noted Sharon Stone’s reaction. That supports saying the spot attracted attention and a celebrity response. It does not, by itself, establish how many people saw or shared it, whether most viewers were American, or that Americans as a group reacted intensely.
No campaign-performance figure with a clearly identified publisher, measurement and year is established for these campaigns in the cited material. “Viral” is a media description here, not a verified reach or engagement statistic. The headline’s “losing their minds” phrasing is therefore best read as hyperbole, not a measured finding.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why the distinction matters
Tourism promotion in Canada comes from organizations at different levels. Eastern Townships Tourism promotes one Quebec region; Destination Canada promotes the country and can direct campaigns to multiple markets. A memorable regional ad and a national travel-planning activation may both welcome U.S. visitors, but they are not interchangeable—and evidence about one cannot establish the impact of the other.
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