The Canadian government wants you young people to get off your Game Boys and go live a little.
And is helping you do just that with a new vaguely described marketing campaign!
The federal government released a somewhat confusing statement Wednesday saying it was launching the "Millennial Travel Program."
"Millennials are being encouraged to become lifetime ambassadors for Canada, both at home and abroad, in the lead up to and during 2017, as we celebrate Canada's 150th anniversary," a press release read.
The program, it seems, is a sort of marketing campaign targeted towards millennials that will feature travel packages for within Canada.
Travel companies will have to pay at least $5,000 to get their packages advertised in the campaign.
The government says it's working with Bell Media on the program, but didn't really say what that means — other than "Endless social media and editorial support from MUCH" (which is owned by Bell) — or how much it'll cost.
The end result: Millennials, who don't see nearly enough advertising at the moment, will then travel in Canada more, making Canada's big birthday extra neat?
"I am excited about the opportunity for millennials to meet people and to experience and share the cool, fun, diverse activities to do in Canada in the lead up to and throughout 2017," Small Business Minister Bardish Chagger is quoted as saying in the release.
Travel companies who sign up will be potentially reaching millions of deep-pocketed youths who love ~authenticity~, the government says:
Millennials spend more, travel longer and are more likely to return than any other travel group. They value authenticity,
new and unique things, self-confidence and technology. Travel motivations include finding social and experiential travel activities and experiences that will lead to personal growth.
Reaction to the announcement has been...mixed.
But hey, at least someone is paying attention to us?
We've reached out to Industry Canada to explain this thing to us and will update this post when we hear back.
Emma Loop is a political reporter for BuzzFeed News and is based in Washington, DC. PGP fingerprint: 4A39 DD99 953C 6CAF D68C 85CD C380 AB23 859B 0611.
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