Selling Churchill: N.L. spending $300K in ad blitz to sell new power deal

The Newfoundland and Labrador government recently launched a media blitz to promote the new Churchill Falls hydro deal. Premier Andrew Furey and Quebec Premier François Legault announced a memorandum of understanding (MOU) regarding the hydroelectric plant and other projects that could bring in billions of dollars into the N.L. economy over the next 50 years. The government wasted no time in rolling out an advertising campaign to boast about the potential benefits of the deal.

The campaign includes a variety of platforms such as television, online ads, billboards, and bus ads. A website, ourchapter.ca, was also launched to provide more information about the MOU. The government has invested over $300,000 in the campaign, with a focus on educating residents and businesses about the transformative impact of the deal.

Newfoundland and Labrador hired Toronto-based ad agency Crestview Strategy and St. John’s-based M5 to plan and execute the media campaign. The campaign features different messages targeting specific audiences, with ads highlighting economic development, job creation, and revenue generation. Premier Furey even did a series of media interviews and visited Labrador to engage with various groups, including Indigenous communities.

One of the key elements of the campaign is a 30-second video narrated by Premier Furey, emphasizing the need for a new deal to replace the one-sided 1969 contract. The video encourages viewers to visit the ourchapter.ca website for more information. The government has also placed a series of ads on Facebook, with one commercial garnering over 100,000 impressions.

The House of Assembly will reopen for a special four-day sitting to debate the MOU in January. Opposition leader Tony Wakeham has expressed the need for a thorough discussion before finalizing the deal. NDP leader Jim Dinn is hosting a town hall to address concerns and gather feedback from the public.

Overall, the government’s marketing campaign aims to inform and engage residents about the potential benefits of the Churchill Falls hydro deal. With a focus on economic development, job creation, and revenue generation, the campaign seeks to build support for the MOU and pave the way for a new era of growth in Newfoundland and Labrador.