Ontario is launching a $75-million advertising campaign across the United States aimed squarely at Republican voters, invoking the voice of former U.S. president Ronald Reagan to make its case against tariffs.
The new ad features audio from a 1987 Reagan speech warning that tariffs are ultimately harmful and unsustainable. Premier Doug Ford, who has often praised Reagan as his favourite American president, said the message was chosen deliberately to resonate with Republican audiences. “Reagan is instantly recognizable, and Americans will hear from a voice they trust that tariffs will end up hurting Americans,” Ford said.
The ad campaign begins airing this week on Newsmax and Bloomberg, with plans to expand over the next two weeks to Fox News, Fox Sports, NBC, CBS, CNBC, ESPN and ABC, as well as local affiliates of those networks. It will also run on local stations owned by Comcast, Spectrum and Sinclair Group, ensuring wide national coverage.
This is not Ontario’s first foray into American airwaves. Previous campaigns have highlighted the deep economic and historical ties between Ontario, Canada, and the United States, emphasizing that tariffs damage both sides. The latest campaign, however, leans more directly into U.S. conservative symbolism, aiming to appeal to Republican voters at a critical moment in ongoing trade tensions.