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OTTAWA – The federal Conservatives hope to counter “intense and sustained public relations campaigns” against Alberta’s oilsands with a $24-million international advertising blitz.
The two-year ad campaign will target political and business leaders, as well as media organizations and domestic political advocates in the United States, Europe and Asia. According to a request for proposals issued by Natural Resources Canada, the government believes domestic and international campaigns against the oilsands are partly to blame for proposed regulations that “unfairly target the oil sands” in the U.S. and Europe.
The document specifically references California’s Low Carbon Fuel Standard, Section 526 of the U.S. Energy Independence and Security Act, and Europe’s Fuel Quality Directive as proposals based on “preconceived notions about the oil sands that are not supported by science.”
“Canada has been, and continues to be, the target of intense and sustained public relations campaigns by domestic and international organizations, criticizing our domestic natural resource development policies and companies engaged in resource developments,” the NRCan document reads. “These campaigns have resulted in inaccurate information becoming part of the public debate.”
The government intends to contract the advertising campaign to an agency to provide “rapid response” and proactive public and media campaigns through both traditional and social media. The agency would be expected to develop a specialized website for “C-class” business leaders – CEOs and CFOs – and secure advertising placement on the internet and public places such as billboards. “Earned media” – which basically means news media coverage of the campaign – also figures in the strategy.
The department’s planned messaging highlights an “enhanced regulatory system” and Canada’s commitment to safeguard the environment, as well as “unparalleled” investment opportunities in the natural resource sector.
“Canada is a world leader in the responsible development of natural resources,” one planned talking point reads. “Canada is a stable and secure energy choice compared to international alternatives.”
The short-term objective of the campaign is to draw people to a new website – travel.gc.ca is cited as an example – that provides more information on Canada’s natural resource sector and investment opportunities, and increase meetings with business people.
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