[As side note - I see lots of Tamron 18-270 in ads in newspapers and busses, and it sells well enough for local shops to sell in kit with Canon bodies. Olympus advertises on busses as well, and had the menus translated to the local language. Canon doesn't advertise at all, and I can't remember when I've last seen a rebate for Canon in any of the local shops. There's no denying local Canon sales are good, but I think Canon lens sales are heading in the wrong direction.]
I went to Photokina this year and I was struck by the lack of enthusiasm at the Canon booth. Okay, there were the big whites but nothing to write home about. Nikon was amazing and Fuji and Olympus as well. So, I agree that Canon's PR work is a bit weird.