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  • Could President Trump inspire mass emigration?
  • Could President Trump inspire mass emigration?
    Thomas Hawk, Creative Commons (2015) ©
CASE STUDY

Test Drive Canada: tapping into America’s anxieties

As many as 28% of Americans would consider moving to Canada rather than remain a US citizen under the dictate of Donald Trump. Air Canada has pounced on this opportunity to sell flights to America’s northern neighbour. But should brands really delve into political discussions?