If there's one thing we came away with from our focus group testing of tourism videos in Toronto, it's that images, messaging and voice-overs designed for American audiences don't necessarily translate well for a Canadian audience.
I know...duh. But, we were surprised at just how much they didn't work for some groups...possibly lulled into the false belief that it's "not really" another country, as Kathleen Madigan often riffs.
McDonalds has discovered that (gasp) England is a different country, too. They're changing interior colors to purple and green and are giving away books instead of toys in their Happy Meals.
I get that the iconic red and yellow is as American as McDonald's apple turnover...but that book thing? Hasn't somebody figured out that books instead of toys might help get American regulators off their ass?
Or, does this exemplify what they really think of the sophistication of the American consumer?