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Ontario budgeted $52M for commercials meant to fend off U.S. tariffs

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It was a charm offensive aimed at American politicians and decision-makers for months.

Lawmakers landing at Washington Dulles International Airport were met with signs reminding them that Ontario is “an economic partner that helps employ millions of American workers.”

Politicians who thumbed through the pages of The Washington Post were told that Ontario is a “secure economic partner in an insecure world.” The message was even blasted out to the Super Bowl’s millions of viewers.

As Donald Trump was inaugurated and started his term as president, Ontario’s message of partnership was everywhere.

But achieving a level of saturation didn’t come cheap.

New invoices and documents, obtained by Global News using freedom of information laws, show the budget for the advertising blitz was set by Ontario Premier Doug Ford’s office at $52 million.

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Between mid-December and mid-February, the provincial government shelled out roughly $38 million of that money to buy advertising space. The vast majority went to television commercials, particularly on Fox News.

When he unveiled the new strategy in November 2024, Minister of Economic Development, Job Creation and Trade Vic Fedeli said it aimed to underscore the United States’ close relationship with Ontario.

Fedeli wanted to push the narrative as Trump threatened massive tariffs and mused about Canada becoming the 51st state.


“It’s really important just to remind them subtly: we’re a trusted partner to your north, we’ve always been there for you and we’ll be there for you tomorrow,” he said.

By March, however, the United States had included Canada on its list of countries facing tariffs on steel, aluminum and autos. David Paterson, Ontario’s representative on Capitol Hill, conceded the high-value charm offensive had “been over for quite a while.”

Now, opponents of the Ford government are asking what exactly the province achieved by spending tens of millions of dollars beaming its message to American lawmakers who may not have been listening.

“The government should have been looking at: Was this changing minds? Was this influencing Donald Trump? It doesn’t appear to have done a whole lot,” Ontario NDP Leader Marit Stiles said.

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The province said the campaign made 1.9 billion impressions and reached more than 100 million people in the United States.

Commercials run after U.S. President Donald Trump elected

When Trump won the United States election on Nov. 5, 2024, Ford and his team kicked into high gear, fearing his threats of tariffs and annexation could have a crushing effect on the economy.

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By noon on Nov. 6, the premier’s office had asked to increase the planned budget for a “U.S. Partnerships campaign” from $20 million to $52 million, according to emails and other documents seen by Global News.

The plan was to run advertisements targeting the United States from January to March 2025. The strategy was then revamped and reworked to start earlier.

A massive commercial buy targeting Trump’s favoured television network, Fox News, was approved to begin in December on shows with estimated audiences ranging from 6.5 to 8 million people.

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The government earmarked $17.6 million to buy advertising space on four Fox News prime time shows. It also grabbed slots during American football games. An extra $400,000 was spent to put up posters promoting Ontario at transit shelters in Washington, D.C. and at airports in the United States.

In total, the province spent $18 million in December, according to the documents obtained by Global News.

That spending continued in January and February, with another total of $19.8 million. The latter cost covered commercials on Amazon Prime, YouTube, Google Search and The Wall Street Journal, among others, alongside another chunk of television commercials.

The Ford government did not confirm to Global News if the entire $52 million budget for the campaign was spent.

A spokesperson for the Ministry of Economic Development, Job Creation and Trade said the campaign made an impression.

“With the threat of tariffs, as one part of a larger engagement plan, our government launched an advertising campaign to reach Americans on American networks, highlighting our longstanding partnership and value in energy, critical minerals, and other resources that many states rely on,” they said in a statement sent to Global News.

“Our campaign received over 1.9 billion impressions and reached more than 100 million Americans, including key decision-makers who can influence trade policies with Canada and who routinely raise and celebrate the advertising campaign with Ontario officials during meetings.”

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Critics question what the campaign achieved

More than six months after Trump’s election and the launch of Ontario’s campaign to win American hearts and minds, some are questioning what the province got for its money and why the commercials ran for so long.

When tariffs — which remain in place — were announced in March, Ford removed American alcohol from the shelves of the LCBO, said he would cancel a contract with Elon Musk’s Starlink and briefly threatened to cut off electricity exports to the United States.

The latter threat was quickly stood down in exchange for a meeting with U.S. Commerce Secretary Howard Lutnick, but the tariffs were not removed. Critics believe none of Ford’s actions — including the pricey commercial campaign — have had any effect.

“What we see is overspending on advertising in the United States,” Ontario Liberal Leader Bonnie Crombie said.

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“And for what results, we have to ask ourselves. Did he stop the tariffs? He did not. Did he protect jobs? No, jobs are leaving the province. Did he strengthen our economy and diversify our trading partners? He did neither of those things.”

Stiles said the strategy wasn’t necessarily misguided at the beginning, but could have been cut short, with the money funnelled into relief for sectors like steel and auto manufacturing, which have seen tariff-induced layoffs.

“The government seemed to just keep wanting to throw money at advertising campaigns even at a time when Ontarians are really struggling,” she said.

Ford’s opponents have complained about his government’s use of advertising in the past, pointing to recent findings by the auditor general.

In December, the auditor general found the Ford government had spent more than any other administration on advertising. The province paid a total of $103.5 million in a single year for commercials.

The auditor general concluded those advertisements were “designed to promote the governing party” rather than to share an important message with the public.





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Clement hits 3-run shot in Jays’ 5-1 win over Cubs

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TORONTO – Ernie Clement hit a three-run homer and Jose Berrios threw 5 1/3 effective innings as the Toronto Blue Jays kicked off a six-game homestand Tuesday with a 5-1 victory over the Chicago Cubs.

With Daulton Varsho and Ty France aboard in the fourth inning, Clement turned on a first-pitch slider from Javier Assad for his ninth homer of the season.

Varsho added a solo shot in the eighth inning for his 12th homer of the year.

Vladimir Guerrero Jr. had three hits for the Blue Jays, who improved their American League-best record to 70-50. Toronto also owns the best home record in the AL at 39-19.

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Berrios (9-4) struggled with control at times — he issued four walks — but still kept the Cubs (67-51) in check. He held them to two hits and did not give up a run.

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The right-hander escaped a bases-loaded jam in the third by fanning cleanup hitter Carson Kelly, one of three strikeouts on the night.

Assad (0-1), reinstated from the 60-day injured list before the game, allowed four earned runs and eight hits over four innings. He had two strikeouts and one walk.

The Cubs scored their lone run in the seventh inning when Michael Busch drove in Dansby Swanson with a single. Chicago loaded the bases before Brendon Little struck out Pete Crow-Armstrong to end the threat.


Mason Fluharty, Tommy Nance, Louis Varland and Jeff Hoffman also worked in relief for the Blue Jays in front of a sellout crowd of 43,003.

Toronto outhit Chicago 12-4. The game took two hours 43 minutes to play.

KEY MOMENT

Guerrero and Blue Jays shortstop Bo Bichette delivered a highlight-reel play in the fourth inning.

Bichette speared a Nico Hoerner grounder and made a rainbow throw to first base from the outfield grass. Guerrero nearly did the splits to get Hoerner by a quarter step for the out.

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KEY STAT

The Blue Jays improved to 23-11 against National League opponents. It’s the best winning percentage (. 677) in interleague play in the major leagues.

UP NEXT

The three-game series continues Wednesday at Rogers Centre. Kevin Gausman (8-8, 3.85 earned-run average) was scheduled to start for Toronto against fellow right-hander Cade Horton (6-3, 3.18).

This report by The Canadian Press was first published Aug. 12, 2025.

&copy 2025 The Canadian Press





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Tenant advocates say Toronto’s new renoviction bylaw already making ‘positive impact’ – Toronto

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A new bylaw aimed at reducing renovictions in Toronto is already having noticeable effects, according to tenant and anti-poverty advocates, though some say it’s too early to tell if it will be well-enforced.

The Rental Renovation Licence Bylaw was implemented on July 31 and is designed to protect tenants from “bad faith” evictions by their landlords under the guise of a renovation — an increasingly common tactic critics say is used by landlords to evade rent control and increase rent prices.

Toronto landlords must now obtain a licence from the city before carrying out repairs or renovations that force tenants to move out, and must apply for this licence within seven days of giving a notice of ending tenancy — known as an N13 notice — to the renter.

With the new bylaw in effect, some tenant advocates say they are already noticing a difference in landlords’ actions.

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“We’re seeing far fewer calls regarding renovictions leading up to the implementation date of July 31, so it’s already had a positive impact in that sense,” said Douglas Kwan, director of advocacy and legal services at the Advocacy Centre for Tenants Ontario.

“We’re going to monitor how that goes for the rest of the year, but we anticipate that we’re going to see a gradual decline with the number of N13s or renoviction calls to our organization and others in Toronto,” Kwan said.

Renovictions have been on the rise in Toronto and the province for the past decade, and became a “massive” issue in the last five or so years, said Alejandra Ruiz Vargas, president of ACORN Canada.


Since 2017, there has been a nearly 50 per cent increase in the number of N13 notices filed in Toronto, according to a 2024 renoviction report by ACORN.

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“I know a couple that has been renovicted three times last year,” Ruiz Vargas said, adding that the bylaw’s implementation is a “huge win” for renters.

People in lower-cost rentals are commonly targeted by renovictions, and they face immense difficulties in finding places they can afford to move into after being evicted, anti-poverty advocates say.

“The huge increase in evictions has fuelled a massive increase in homelessness in Ontario,” said Jeff Schlemmer, executive director of Community Legal Clinic of York Region.

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“Thank goodness municipalities are stepping up.”

New Westminster, B.C., was the first municipality to adopt a renoviction bylaw in 2019, with several other municipalities in Ontario, such as Hamilton and London, following in its footsteps.

These bylaws are beneficial not only for renters but the entire housing system in a city as they help preserve affordable housing stock and are a simpler and quicker solution than putting shovels into the ground to build more affordable housing, said Kwan.

“It doesn’t mean that legitimate landlords who have to renovate their units are prevented from doing so. It’s really to capture situations or people who aren’t even considering renovating their unit and it gives them pause,” he said.

There are several requirements under Toronto’s new bylaw that make it especially strong, such as the need for a landlord to have an architect or engineer confirm that the unit must be empty for the renovation work, and the requirement for the landlord to make rent gap payments if the tenant has to move elsewhere and pay higher rent, said Kwan.

“The rent gap payments ensure that a landlord mitigates the work. In other words, they don’t sit on their hands,” said Kwan.

Though the bylaw does not apply retroactively to tenants who have already received N13 notices, advocates say it strengthens their fight as it puts the burden on landlords to prove their renovations require vacant units.

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The City of Toronto says on their website that they will use an “education-first approach” to encourage compliance, with enforcement action to follow when appropriate.

According to the bylaw, landlords could face fines of up to $100,000 if they force a tenant to leave and re-rent the unit to someone else for financial benefits, or if they fail to comply with other aspects of the new licensing requirements.

“The fines are quite high and I think they might be sufficient disincentive for these corporate landlords from acting,” Kwan said.

“I think if there is a concern, it would be uneducated, smaller landlords who perhaps unknowingly or knowingly are just trying to take the risk of renovicting their tenant. That’s probably the group of landlords that should be more of a concern than the larger corporate ones.”

Chiara Paravani, co-chair of York South-Weston Tenant Union, said she is aware of several landlords who are particularly “aggressive” in pursuing renovictions.

The particularly relentless actors may be willing to take a financial hit, Paravani said.

“Absorbing those fines is just part of the cost of doing business in terms of evicting people and replacing them with higher paying tenants, she said, adding that provincial fines were already in place and didn’t do much to change landlords’ actions.

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The provincial government doubled maximum fine amounts for unlawful evictions in 2020, setting the fine rates at $50,000 for individuals and $250,000 for corporations.

But the Ministry of Housing was “vastly overwhelmed” with requests to enforce the violations, said Schlemmer, from the community legal clinic.

“You can make the penalty capital punishment, but if the person knows they’re not gonna get caught, they’re still gonna try it, which is what we have for renovictions,” Schlemmer said, stressing the importance of enforcement.

“I really hope that the City of Toronto does allocate meaningful resources to enforcement, because if they do, they could make a real dent in these unlawful evictions and significantly reduce the ongoing increase in homelessness.”





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Jays’ Shapiro says he wants to remain with team

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TORONTO – Blue Jays president Mark Shapiro is declining comment on contract extension talks but says he wants to remain with the club and that team ownership has been “reciprocal in that desire.”

The 58-year-old Shapiro, who also serves as chief executive officer, is in the final year of his contract.

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Shapiro held a media availability today at Rogers Centre before the Blue Jays opened a six-game homestand with a night game against the Chicago Cubs.

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Shapiro says he has a distinct appreciation for the city of Toronto and the opportunity to lead a team that represents the entire country.

He joined the club in 2015 and signed a five-year extension in January 2021.

The Blue Jays start the day with the best record in the American League at 69-50.

This report by The Canadian Press was first published Aug. 12, 2025.

&copy 2025 The Canadian Press





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