The Harper government has hired an international public relations firm to oversee a $22 million advertising campaign to promote the oilsands and Canada's natural resources sector around the world.

The Canadian arm of PR firm FleishmanHillard won a bid for the initial $1.695 million contract to conduct the first phase of the ad campaign, reports the Toronto Star.

The first phase of the ad campaign will reach the United States, Europe, and Asia this year. If the firm's contract is renewed for 2015, it could be worth up to $4 million, with the remaining $18 million reserved for media buys.

FleishmanHillard, which has previously done strategic communications work and public opinion research for federal departments, has offices in all three targeted markets.

The firm will be developing and producing the ads for print, internet and television, and will be responsible for the drafting and coordination of public relations, advertising and social media strategies, according to Natural Resources Canada.

Natural Resources Canada's request for proposals (RFP) presents a plan for the campaign, focusing on "strengthening Canadas [sic] brand as a global leader in responsible resource development" and "[expanding] market access for Canadian natural resources, primarily energy." The word "responsible" is further underlined in the proposed messages.

While the campaign is to address Canada's entire natural resources sector, the RFP only explicitly mentions oilsands bitumen, pointing out how the latter industry has been "unfairly" targeted by proposals like the European Fuel Quality Directive "in part due to preconceived notions about the oil sands that are not supported by science."

The department suggests the campaign emphasize Canada as a "stable and secure choice" in sustainable energy, "compared to international alternatives," and outline the "unparalleled" investment opportunities in the country's energy sector.

Such messaging was tested in Washington focus groups in April 2013. HarrisDecima submitted a report to Natural Resources in September, which found the groups had a "neutral to positive" response to ads suggesting an increased energy partnership between the U.S. and Canada.

"Overall, it was fairly clear that Canada is held in fairly high regard, even if it is not often considered, and that an element of that high regard relates to Canada being a competent and trustworthy neighbour/partner — both in terms of industrial partnerships and acting responsibly," says the report, which cost $58,000 to commission.

Despite these results, the Obama administration has not yet been forthcoming in providing approval for the Keystone XL pipeline proposal, which faces strong environmental opposition in the U.S. Domestic opposition to various proposed pipeline projects including the Northern Gateway, which would transport crude oil from Alberta to British Columbia, also remains strong.

David Provencher, a spokesman for Natural Resources Minister Joe Oliver, said that the ad campaign would ensure a "fact-based dialogue" to "better inform" markets about Canada's resource development.

"The objectives of the ad campaign are to raise awareness of Canada's environmental record and the shared U.S.-Canada energy interest and needs," said Provencher, in a statement.

"The campaign is also intended to raise awareness among decision-makers in Europe and the Asia Pacific that Canada is a secure, reliable and responsible supplier of crude oil, natural gas and other natural resources."

NDP House leader Nathan Cullen, who has voiced opposition to the Northern Gateway project, called the campaign an attempt by the Harper government to "greenwash" Canada's damaged international reputation as an environmentally friendly nation. He also questioned the allocation of public funds to help the energy industry with advertising.

"Of all the industries, I didn't know that oil and gas and mining companies were so impoverished that they couldn't take ads out in newspapers. I don't know why we're subsidizing Shell and Chevron in their efforts to sell oil. I think they're more than capable of doing that themselves," said Cullen.

FleishmanHillard's Ottawa office declined to comment on the campaign.

While the ad campaign's estimated budget is $22 million, Natural Resources Canada noted that the final cost will not be made public until the government releases its 2014-2015 annual report on advertising expenses.

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It seems that the start of the Harper Government's $16.5 million advertising campaign to push the US to turn to Canadian energy, specifically by supporting the Keystone XL pipeline and tar sands oil production, isn't quite having the impact that the Conservatives were hoping for.

Lee-Anne Goodman writes for the Canadian Press, that "efforts by the Conservative government to sell Americans on the virtues of Canadian natural resources failed to impress those south of the border, according to a new report, and even left them puzzled over assertions that Canada is America's best friend."

The $58,000 government commissioned Harris-Decima report found that the advertising push by Natural Resources Canada left focus groups in Washington D.C. "befuddled" by the campaign's tagline, "America's best friend is America's best energy solution."

The taxpayer-funded report posted Wednesday on Library and Archives Canada found few would assume that the tagline was referring to Canada, "despite certainly considering Canada to be a good friend," further adding "some indicated that claiming you are one's best friend comes across as something one does when one is about to ask for a huge favour."

The report also observed that the focus groups were displeased with the tone of the ads, saying that the word "solution" suggested that "America had a problem that needed solving." Similarly, the report noted that "virtually all objected to the reference to Canada's ban on dirty coal as it seemed to imply that Canada is doing more than the US."

Respondents also indicated that the use of the phrase "America faces a choice" was "somewhat pushy," and didn't like the country being referred to as "America" instead of the US or the United States.

The US advertising campaign includes a website geared towards US viewers, as well as ads and promotions in influential publications that "shine a job-friendly and environmentally sensitive light on a cross-section of Canadian resource industries," reports the Canadian Press.

The campaign is part of the Harper government's plan to gain access to foreign markets for Canadian oil. The Keystone XL pipeline project would make large quantities of tar sands oil available to refineries on the US Gulf Coast. President Obama is set to make a decision on the TransCanada pipeline early next year.

The Canadian Press reports that the six focus groups in Washington D.C. told Harris-Decima researchers that "the ads, launched in the spring during the heat of the Keystone battle, could be "greatly improved" and lacked a cohesive and direct message to the American public."

Harris-Decima interviewed people in three rounds over March and April, including members of the general public and political news aficionados called "opinion elites."

"The advertising as it stands faces some challenges in conveying a consistently heard and appreciated message and could be greatly improved with some specific adjustments to tone and content," the report stated.

Respondents felt that the ads should be "less subtle" about advocating in favour of Keystone XL. The report stated that "opinion elites were fairly uniform in stating a preference for seeing mention of 'pipeline' in the copy and perhaps the imagery" based on the assumption that "the ads related to a Canadian pipeline."

"The purpose of the pre-testing was to ensure that the ads were effective. The final ads were amended based on the constructive feedback we received," said Natural Resources Minister Joe Oliver.

In an email, Oliver defended the campaign, saying that it provided "specific facts about measures taken by Canada to protect the environment, and other information on responsible resource development."  

Oliver also pointed out the positive feedback from the report, which did say that "Canada is held in fairly high regard, even if it is not often considered, and that an element of that high regard relates to Canada being a competent and trustworthy neighbour/partner both in terms of industrial partnerships and acting responsibly."

The report also found that opinion elites generally felt that Canada is "more environmentally responsible" than "other oil producing countries."

But there was also more criticism stemming from confusion about the campaign's intended audience and use of "jargon" like GHG for greenhouse gases, which one focus group complained about.

Others wanted to know how exactly the Keystone XL would benefit Americans, "whether it be from increased oil imports from Canada or lower gas prices," said the report.

The government hired Leger Marketing in summer 2012 to "fine-tune" the ad campaign, reports the Canadian Press.

A similar study conducted in Canada showed that the ad campaign failed to impress Canadians in twelve focus groups across six cities. The ads were found to be lacking in "factual information" and failing to deliver "a coherent message."  After "significant modifications," a second round of focus-group testing results reportedly proved more positive.

It's uncertain whether the budget for repeated focus-group testing also comes from the $16.5 million set aside for this ad campaign. Recently Natural Resources Canada announced an additional $24-million for an international tar sands advertising campaign, designed to counter "intense and sustained public relations campaigns" against the resource.

Image Credit: Rocco Rossi / Wikimedia Commons

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DeSmog Canada has obtained leaked copies of Enbridge’s new Northern Gateway Pipeline advertising campaign notes, including a ‘mood board’ that sets the tone for images surrounding the project, outlines and scripts for television commercials, and creative platforms for other advertising materials. The theme of the campaign is “Open to Better.”

The documents also reveal Enbridge’s attempt to convince British Columbian’s that Premier Christy Clark’s 5 conditions, which were set as terms for the project’s approval, have been met. Two characters, Janet Holder, Enbridge's VP, and ‘The Orca,’ are used to express how the Northern Gateway Pipeline will offer British Columbian’s what they want: what is better.

DeSmog Canada will provide more analysis of the new campaign in posts to come, but for now, feast your eyes and ask yourself, is building a pipeline for the export of Alberta’s tar sands oil really being ‘open to better?’ Or is it a refusal to actually be better – at managing our resources, addressing the social and environmental pollution associated with our fossil fuel dependence, and beginning the transition to clean energy solutions?

(Update: Enbridge spokesman Ivan Giesbrecht reportedly said these ads were created by a "consortium of different partners," not solely Enbridge, and the Janet and the Orca television ad is "not an ad that we'll be running, nor have any plans to run.")

BC First Nations, who nearly unanimously opposed the Northern Gateway Pipeline, have made their own version of the proposed 'Janet and the Orca' ad:

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