CWL has always had a Canadian link, apparently since the 70's.
Zoom (RIP) were serving YYZ twice a week (One with 757 split with LGW, one with 767 split with BFS), YVR once a week during summer, and once a week to YYZ planned for this winter.
There's a market there, thats probably why they were so quick to drop BRS and move to CWL when Zoom went bust.
Havent seen or heard ANY advertising from GSM around South Wales though.