Ad campaign reminds Manitobans North Dakota is ‘close to home’

A tourism billboard highlighting North Dakota is pictured at the corner of Winnipeg's Portage Avenue and the west end of Broadway on June 23, 2026. (Jeff Keele/CTV News Winnipeg)

A billboard campaign is trying to entice Manitobans back across the border.

At the corner of Portage Avenue and the west end of Broadway, a billboard reminds people North Dakota is just a short trip away.

A slogan on the sign reads, “Close to home. Far from ordinary.” The message is accompanied by a picture of a riverboat nearing a bridge.

The marketing campaign comes from the North Dakota Tourism branch.

Getting Canadians across the border has been a tougher sell since U.S. President Donald Trump’s second term began, which has included annexation rhetoric and tariffs.

Kristina Roberts lives in Wolseley, just around the corner from the billboard.

“It just makes me think that they’re probably struggling financially right now, especially border towns,” said Roberts.

Over the years, Roberts travelled to the U.S. for concerts and shopping, but not anymore.

“I support the American people because I don’t believe they all voted for that guy,” said Roberts. “But I mean, they’re threatening us.”

But campaigns like North Dakota’s could be working. Statistics Canada data from April shows that for the first time in 15 months, Canadian return trips from the U.S. are up 1.8 per cent year over year.

Canadian pride might not be the only reason people have been avoiding Fargo or Grand Forks. Fuel costs have likely kept some travellers idle.

Brianna Solberg of the Canadian Federation of Independent Business said 86 per cent of its members are worried rising gas prices will hurt local tourism within Canada’s own borders. She’s urging people to support local stores and the hospitality industry instead.

“Big road trips may be off the agenda this summer as we see fuel prices continue to skyrocket, but that doesn’t mean there’s not an opportunity to support those local small businesses right in our community,” said Solberg.

Fuel expenses could keep Roberts closer to home this year.

“Everything costs more right now — like, do I have money to go on a vacation?” said Roberts. “I have vacation time this summer, but I’m probably going to be at home.”