What was so special about 1959? Canada was holding two major events that summer. On June 18th, Queen Elizabeth II and Prince Phillip arrived in Canada to begin their six-week tour. With this alone, Canada already had a way to pull U.S. families planning vacations to their country for the summer. After all, how many people get to say they came across the Queen of England on their summer vacation?

Not only did Queen Elizabeth II come to Canada for her own summer vacation, she also spoke at the ceremony that officially opened the St. Lawrence Seaway. The Seaway created a channel from the Atlantic to all the Great Lakes, which quickly became an important channel for cargo ships.

While not particularly enticing visually, Canada’s 1959 retro ad used these two major events to lure Americans across the border. A solid destination marketing strategy.

FUN FACT: When the Queen returned to Canada in 1964, she didn’t receive as warm a welcome. Anti-monarchy protestors marched outside the Château Frontenac, where she was having dinner. Their chants of “Elizabeth Stay Home” were met with the blows of nightsticks from a riot squad. The event became known as “Truncheon Saturday.” (Source: The Globe and Mail)