Tourism Eastern Townships is extending a cross-border olive branch to reassure Americans that they are still welcome visitors despite heightened trade tensions.

The regional tourism board collaborated with La Bande on the “Come Hug It Out” campaign in an effort to ensure the area in Southeastern Quebec remains attractive to tourists just a short drive away in Boston and New York.

A 30-second hero video subtly touches on the fraught political moment as a hotel clerk concierge hesitates with a look of concern before embracing a timid tourist at her desk, despite his “I’m American” admission.

“We’re very aware that broader political tensions, even when not directly related to travel, can affect how welcome people feel abroad,” Isabelle Charlebois, general manager of Tourism Eastern Townships, tells strategy. “We wanted to disarm that uncertainty with sincerity and warmth … We weren’t trying to make a political statement, but rather offer a human one: That no matter the headlines, our arms (and our hearts) remain open.”

The campaign rolled out this week in New York State and New England on connected TV and YouTube with a complementary Facebook strategy. La Bande led creative strategy and concept development, production agency OKOK worked on filming and editing and an in-house team handled PR and social-media efforts.

Charlebois says “Come Hug It Out” represents a substantial increase on its typical U.S. marketing spend, with $150,000 earmarked for the campaign out of the $850,000 overall budget for the region’s larger “Close to you. Far from ordinaire” platform.

“Traditionally, our marketing has focused on promoting the visitor experience – nature, gastronomy, cycling, relaxation – showcasing what travellers can do in the townships,” Charlebois says. “With ‘Come Hug It Out,’ we’ve shifted focus to how travellers feel when they get here. It’s about belonging, emotional connection and the warmth of our region and its people.”

Statistics Canada numbers show that American cross-border travel into Quebec declined 4.3% from January to April compared with the same time frame last year. Land transportation was the mode of travel most affected.

Tourism Eastern Townships spokesperson Shanny Hallé tells strategy that U.S. clientele are a strategic demographic because of their propensity to stay longer – with visits averaging close to seven days – and spend significantly more per visit than same-day travellers. Americans make up 6% of tourist traffic to the region but account for nearly $73 million in economic benefits.

Hallé says early indicators are promising for the coming season, with a recent business survey showing that 46% of establishments expect an increase in U.S. visitors this summer. Advance bookings are already up for 44% of Eastern Townships lodgings, compared with the same period last year, according to the board’s data.

“These early signals suggest a lot of interest in leisure-based visits from the U.S,” Hallé says. “We’re optimistic that the campaign will further contribute to positive momentum throughout the season.”