The US-based aerospace titan Boeing is now trying hard to resuscitate its tarnished reputation in Canada after they filed a trade complaint against Bombardier – their Canadian adversary.
The Canadians however, responded to the attempt with indignation and ridicule.
Boeing, in an attempt to win back the hearts of their Canadian market, recently launched a marketing campaign on radio, television, and online media sources. The campaign highlights the company’s contribution to the Canadian economy.
According to the campaign, Boeing has had business ties with 560 parts suppliers, has supported 17,500 jobs, and directly employed around 2,000 Canadians, consequently contributing CAD 4 billion to the Canadian economy every year.
Kim Westenskow, managing director at Boeing pointed out the company’s history with Canada that dates back to the first international mail service that was launched between Seattle, B.C., and Vancouver.
“Today, Boeing is the largest non-Canadian aerospace manufacturer in Canada,” – she said
Boeing’s new campaign slogan in Canada is “Committed to Canada.”
Canadians on Twitter however, think exactly otherwise. They ridiculed the Boeing Canada slogan with tweets like:
“Committed to destroying our aerospace industry… thanks a bunch”
“Committed to screwing us”
“Committed to ruining a Canadian company”
It is safe to say that the Boeing campaign received widespread disparagement for trying to influence the US trade remedy system in an attempt to bar a new competitor from entering the US aviation market.
Boeing filed a complaint to the US Commerce Department against Bombardier which resulted in the implementation of colossal anti-dumping duties on Bombardier.
According to the complaint, Boeing accused Bombardier of taking unfair advantage of the state subsidies and selling the CSeries aircrafts in the US for less than its actual cost.
The move came after the US-based Delta Airlines ordered 75 Bombardier CSeries planes to add to their fleet. These planes sport the new design in the category of 100-150-seater airplanes.
Meagan Kozlovs is a reporter for Debate Report. She’s worked and interned at Global News Toronto and CHECX. Megan is based in Toronto and covers issues affecting her city. In addition to her severe milk shake addiction, she’s a Netflix enthusiast, a red wine drinker, and a voracious reader.