Briefing Notes from Canadian Association of Petroleum Producers (CAPP) on Tar Sands Ad Campaign Success

This briefing document was prepared by Environment Canada staff for Deputy Minister Paul Boothe for his meeting with Dave Collyer, President of CAPP, the Canadian Association of Petroleum Producers on Sep 29, 2011.

The document is most interesting as it contains (pp 6-20) a report by pollsters Harris/Decima about the impact of CAPP’s marketing campaign to brush up the public image of the tar sands. Having spent millions trying to convince the public in Ottawa, Toronto and Vancouver, the campaign appeared to pay off according to the report.

The contents of this document were also featured in Postmedia’s Mike De Souza’s August 22, 2012 article “Marketing campaign boosted oilsands image in key markets: poll“