Sherbrooke, Quebec, July 14, 2025 — What began as a heartfelt invitation to American travelers has now become an international sensation. The Eastern Townships' Come Hug It Out tourism campaign, designed to remind visitors from the U.S. that they're always welcome in this charming Canadian region, has gone viral, racking up millions of views and even catching the attention of Hollywood icon Sharon Stone, former star of Basic Instinct.

Launched in late May across the U.S. Northeast, the campaign features a humorous yet touching video of an American traveler being quite literally embraced by the warmth and authenticity of the Townships. It is a simple, powerful message: “You're not just expected in the Eastern Townships, you're truly welcome.”

And now it seems everyone's talking about it! The campaign has struck a powerful emotional chord south of the border, with countless comments and shares from U.S. viewers expressing how much they appreciate its heartfelt, genuine tone. To date, it has garnered millions of views across social media platforms and earned prominent coverage in major outlets including CNN, CBC News, Seven Days, CTV News, MSN, Yahoo, BuzzFeed, and many more.

When BuzzFeed featured the story, Sharon Stone herself chimed in, saying “Thanks we need a hug”, a spontaneous, heartfelt reaction that reignited conversations about the power of authentic tourism marketing and the enduring bond between the U.S. and Canada.

"It's incredible and unexpected to see our message resonate so widely, and Sharon Stone's comment was the cherry on top," said Isabelle Charlebois, General Director of Tourism Eastern Townships. "We're proud to see our warm welcome recognized far beyond our borders — and we're ready to greet our American neighbors with open arms this summer."

A Warm Welcome That Transcends Borders

Renowned for its four-season appeal, peaceful countryside, abundant outdoor activities, culinary delights and European charm, the Eastern Townships has long  been a favorite destination for American travelers seeking a breath of fresh air. But in recent months, travel from the United States to the province of Quebec  has slowed. In response, the region launched this advertising campaign to bring back the road-tripping spirit, with humor, heart and a hug (literally).

The response is already being felt on the ground: businesses report increased bookings from U.S. travelers, including some from as far afield as California, Arizona, and other western states. An ambassador program is also visiting regional businesses to ensure visitors feel the genuine welcome that inspired the campaign in the first place.

Tourism Eastern Townships intends to build on this momentum, with plans already in motion to extend and adapt the campaign into the fall season.

Watch the campaign video:

Come hug it out in the Eastern Townships

Campaign credit: Tourism Eastern Townships

Thank you to La Bande team

 Creative Direction: Nicolas Sylvain

 Writers: François Poulin, Stéphane Raymond, Keitha Robert

 Art Direction: Candice Saillard

 Strategy: François Poulin

 Client Service: Inès Sorrentino

 Media: Frédérick Maheux

 Agency Producer: Anick Rozon

 Production: OKOK

 Director: Francis Perreault

 Executive Producer: Xavier Girard

 Producer: Maude Morin

 Sound Studio: Studio Edgar

About Tourism Eastern Townships

Tourism Eastern Townships (Tourisme Cantons-de-l'Est) is one of 21 tourism associations (ATRs) in Quebec and the official representative of Quebec's Ministry of Tourism in the Eastern Townships. Since 1978, the TCE's mission has been to support and promote tourism development and market the region within Quebec and internationally. TCE brings together more than 600 members representing more than 1,000 tourism offerings throughout the nine regional county municipalities (MRCs) and in all sectors of the tourism industry: accommodation, restaurants, attractions activities and events. 

The Eastern Townships is the fourth most popular tourist destination in Quebec. The region attracts some 10 million visitors every year, accounting for 6.5 million overnight stays and a tourism spend of more than $900 million annually. The industry generates more than 18,000 jobs, making the Eastern Townships the fourth largest tourism employer in the province of Quebec.

Contacts:              

Titouan Bussière

Tourism Eastern Townships

Cell: 819-238-9375 | Email: tbussiere@atrce.com

Francois Poulin

La Bande

Cell: 514-755-6361 | Email: fpoulin@live.com