Brand USA has maintained its trade, partner and PR messaging in Canada throughout the past year – and now the timing is right to re-enter Canada with a brand message, according to Brand USA’s Chief Marketing Officer, Leah Chandler.

“We’ve conducted thorough research, both a quantitative study and focus groups across the market to gather relevant consumer insights and inform creative direction. This campaign will be a highly targeted digital effort, including static, animated, and video assets,” said Chandler, in an update shared with Travelweek by Brand USA’s Chris Heywood.

The campaign is built around upper- and mid-funnel tactics and messaging, targeting those whose online behaviours suggest openness to visiting the U.S., added Chandler.

The campaign will be announced this fall and will offer opportunities for partners to integrate into it, similar to the structure of America the Beautiful and American Originals.

As reported earlier this month, Brand USA is bringing its Travel Week event to Canada for the first time this fall, with Brand USA Travel Week Canada taking place Oct. 26-29, 2026 in Toronto and Montreal.

Formerly known as Canada Connect, the event brings Brand USA’s Canadian travel trade and media engagement under its global Travel Week platform, which already operates in the U.K. and Europe, India and South America.

Malcolm Smith, Brand USA’s SVP, Global Markets & Chief Trade and Product Development Officer, said the Oct. 26-29 events will “take the market we’ve long engaged through our Canada Connect program and elevates it into a full Travel Week experience.”

Source: Travelweek