As soon as the new Churchill Falls hydro deal was announced in St. John’s this month, the campaign to win over the public was launched — with the Newfoundland and Labrador government pouring hundreds of thousands of dollars into a media blitz.
N.L. Premier Andrew Furey and Quebec Premier François Legault announced the terms of a memorandum of understanding (MOU) at a news conference in St. John’s over the Churchill Falls hydroelectric plant and other projects. It’s estimated it could bring in hundreds of billions of dollars into the N.L. economy over the next 50 years, as well as create thousands of jobs.
Within hours, ads boasting of the future results of the non-binding deal began to appear on social media.
The campaign also includes television spots, electronic billboards, online advertising and bus ads.
A website — ourchapter.ca — went live shortly after the announcement, as the government promised the numerous benefits that deal would generate and posted the MOU itself for download.
The provincial government is defending the marketing campaign for a non-binding MOU that’s not set to be formalized until April 2026.
“Our marketing campaign is designed to help educate residents and businesses on the scope of our recent MOU with Quebec and how it will transform Newfoundland and Labrador for generations to come,” said the government in an emailed statement to CBC News.
It added that N.L. had hired Toronto-based ad agency Crestview Strategy and St. John’s-based M5 to “plan, develop and execute” its media campaign. Elements of the campaign include television, radio, out-of-home, and digital media, as well as Furey’s state-of-the-province address.
“In total, we have invested a little more than $300,000 plus taxes on the campaign. Of which, $150,000 is for the actual paid advertising costs and the remaining amount supporting plan and creative development. Total costs will be cost-shared between the provincial government and N.L. Hydro,” said the statement.
Furey also did a series of one-on-one media interviews, and the day after the announcement hit the road and travelled to Labrador to meet with people — including Indigenous groups — in Happy Valley-Goose Bay, and then to the power-generating town of Churchill Falls.
Details in the data
Newfoundland and Labrador is using a variety of similar online ads on Facebook to focus on specific messages, and perhaps target specific audiences.
A series of creatives all launched on the social media platform on Dec. 12.
As of Friday, eight different campaigns were still active — seven panels and one video. When clicked, Facebook users are taken to the government’s Our Chapter website.
According to analytical data available from Facebook, the impressions for those ads — the number of times the ad was viewed by users — each ranged from under 2,000 to more than 100,000.
The ads feature promise of more economic development, jobs as well as revenue set to the smiling images of workers and families.
Furey himself narrates a 30-second video that opens with archival images of the Churchill Falls power plant. In it, he says the province has been stuck in the one-sided 1969 contract for decades that people have grown to resent.
With the proposed terms of a new MOU with Quebec, Furey said things are set to change for N.L.
“We’re getting more development. More jobs and more money. Welcoming a new deal for our resources and a new future for our kids and grandkids,” said Furey.
The commercial ends with viewers being encouraged to head to the ourchapter.ca website for more information.
According to Facebook’s analytical data, that commercial had between 100,000 and 125,000 impressions as of Friday. The government has spent between $600 and $699 so far, Facebook says.
Debate coming
The House of Assembly will reopen on Jan.6 for a special four-day sitting to allow politicians to debate the MOU.
In a previous interview, PC leader Tony Wakeham said there is no need to rush the debate.
“We have an MOU. We don’t have a deal. What we have is an MOU which is going to set the tone for the next contract that will be signed,” he said in an interview with CBC News.
“So let’s make sure that whichever government is in power after the next election, that all of us have contributed to this MOU and made it the best it can be.”
On Jan. 2, NDP leader Jim Dinn is hosting a town hall to discuss the MOU’s contents and for the public to bring up their concerns.
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