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The Canadian province of Ontario has launched a multimillion-dollar advertising campaign promoting economic and cultural links with the US in an effort to counter president-elect Donald Trump’s threat to impose 25 per cent tariffs on all goods from Canada.
With grainy second world war pictures, footage of Niagara Falls and images of numerous bridges between the province and the US, the 60-second ad reminds Americans how Ontario is their third-largest trading partner and the top export destination for 17 states.
“For generations, this ally to the north has been by your side: Ontario, Canada, a partner connected by shared history, shared values and a shared vision for what we can achieve together,” the ad states.
Although the US has a free trade agreement with Canada, as well as Mexico, Trump accused the two countries of permitting illegal migration and drug trafficking across their borders, saying that he would impose 25 per cent tariffs “on ALL products coming into the United States”.
With C$3.6bn (US$2.6bn) in goods and services crossing the border daily — $1bn of this to and from Ontario — a 25 per cent tariff would have devastating consequences for both countries, said Daniel Tisch, chief executive of the Ontario Chamber of Commerce.
“It would disrupt supply chains, drive up manufacturing costs, reduce exports, erode investor confidence and fuel job losses, particularly in Ontario and the border states,” he said.
Ontario has a population of about 16mn people and is a hub for manufacturing, agriculture, technology and innovation. The province is also home to Canada’s automotive industry which is deeply integrated with the US market. Its trade with the US was worth C$493bn in 2023.
The province’s premier, Doug Ford, has been one of Canada’s most outspoken leaders on relations with the US since Trump won the presidential election.
He urged the federal government in Ottawa to negotiate a bilateral trade agreement with the US that cuts out Mexico, which he described as a “backdoor” for China into North America.
Ford last week said: “For months, Ontario has been pushing the federal government to show that Canada understands, cares and is responsive to US security and economic concerns, including by urging them to match US tariffs on China.”
Prime Minister Justin Trudeau on Friday evening flew to Florida to meet Trump at his Mara a Lago resort in an effort to head off the tariffs.
Following the meeting Trump said in a Truth Social post that the leaders discussed the flow of fentanyl and illegal immigrants across the southern US border, as well as energy, the Arctic, “Fair Trade Deals that do not jeopardise American Workers, and the massive Trade Deficit the US has with Canada”.
Ford’s spokesperson said the province’s ad is set to air this month on various US online streaming services, including Fox News platforms, and will run into the new year ahead of Trump’s January 20 inauguration.
