Any promotion is good

Photo: AFP

Canada's ski industry is getting a little extra publicity today – in China.

With intense media attention on the Canadian embassy in Beijing, and an increased police presence outside given the ongoing drama over the detention of Huawei executive Meng Wanzhou in Vancouver, Canadian ski promotions on a giant billboard have suddenly gained a much larger audience.

"I just wanted to make sure that you are aware of our marketing dollars and the good work they’re doing in China today. It looks like there’s a lot of news cameras around the Canadian embassy, and they’re picking up the Canadian ski message," said Big White vice-president Michael J. Ballingall.

But, he joked, "That’s definitely not a picture of Big White – little too much ice." 

Still, Ballingall says, "Any promotion of skiing, I consider good promotion."