A new video promoting tourism in Cape Breton is being criticized for its lack of cultural diversity.
As of Monday, the 30-second commercial produced by Destination Cape Breton has generated more than 200,000 online views in four days.
While it’s being cheered for its stunning views of the Cabot Trail, Madeline Yakimchuk is among those taking issue with the fact it shows no visible minorities, and no one from the First Nations community.
“It is a 30-second video that’s currently on-screen in Toronto — and will be for three weeks — representing this island, talking about our rich cultures, and not mentioning the founding culture,” Yakimchuk said.
The tourism body, however, insists it’s done nothing wrong.
Destination Cape Breton CEO Mary Tulle said the video is meant to attract travellers from the Toronto area, and the video is simply trying to appeal to the target audience.
“We know the reason people from that area love to come to Cape Breton Island, the number one reason is the Cabot Trail,” Tulle said
According to the tourism body’s research, while people come to Cape Breton for popular draws like the Cabot Trail, they stay for the unique cultural experiences the island offers.
That’s why Destination Cape Breton’s other promotional videos, which are soon to be released, will showcase the island’s Gaelic, Acadian, and Mi’kmaq communities, Tulle said.
But for this commercial, she said, it was about focusing on the message — in other words, one spot, one thought.
“For the purpose of a 30-second spot — and we think about how short that is — it is about what are those things that can really impact,” Tulle said.
Destination Cape Breton says it reached out to Yakimchuk on Monday to discuss the video.
For her part, Yakimchuk said she doesn’t believe it was an intentional omission.
“I don’t think they did it on purpose, but I think they have to listen,” she said.
With files from CTV Atlantic’s Ryan MacDonald
