Campaign to boost energy exports had little success, documents show
U.S. energy advertising blitz cost Canadians $24M
The multimillion-dollar campaign to market Canadian oil in the United States was hard to miss.
The Maple Leaf was plastered on the walls of subway stops in Washington, D.C., and it popped up in all sorts of American publications with messages such as, "America's Best Energy Partner," and "Friends and Neighbors."
Documents obtained by The Canadian Press offer a peek at the behind-the-scenes strategic considerations in 2013, as the federal government conducted a $1.6-million ad campaign in the United States that grew into a $24-million, two-year program that wraps up this month.
The records, released under the Access to Information Act, reveal:
The websites to be shunned as advertising outlets.
The internet search words that would trigger a Canadian energy ad.
The coveted locations for billboards in Washington, D.C.
The rejected proposals.
The U.S. ad salespeople who angled for a slice of the publicity pie.
..more...
http://www.cbc.ca/m/news/canada/u-s-energy-advertising-blitz-cost-canadians-24m-1.3004954
U.S. energy advertising blitz cost Canadians $24M
The multimillion-dollar campaign to market Canadian oil in the United States was hard to miss.
The Maple Leaf was plastered on the walls of subway stops in Washington, D.C., and it popped up in all sorts of American publications with messages such as, "America's Best Energy Partner," and "Friends and Neighbors."
Documents obtained by The Canadian Press offer a peek at the behind-the-scenes strategic considerations in 2013, as the federal government conducted a $1.6-million ad campaign in the United States that grew into a $24-million, two-year program that wraps up this month.
The records, released under the Access to Information Act, reveal:
The websites to be shunned as advertising outlets.
The internet search words that would trigger a Canadian energy ad.
The coveted locations for billboards in Washington, D.C.
The rejected proposals.
The U.S. ad salespeople who angled for a slice of the publicity pie.
..more...
http://www.cbc.ca/m/news/canada/u-s-energy-advertising-blitz-cost-canadians-24m-1.3004954
