Testing of the Western Hemisphere Travel Initiative Advertising Campaign – Final Rule

Phase I

Executive Summary

a) Objectives and Methodology

The Canada Border Services Agency (CBSA) has been communicating with Canadian citizens in an effort to help them comply with the U.S. Western Hemisphere Travel Initiative (WHTI). This initiative requires Canadian citizens travelling to the U.S. by land or sea (as well as by air) to produce a passport or other approved secure document. The final WHTI ad campaign will begin in May 2009 and will wrap up in June 2009, and will include radio, out-of home (billboards at points of entry), Internet (including icons on other government department Internet home pages) and community print ads focused entirely on the WHTI.

The CBSA commissioned EKOS Research Associates Inc. to conduct qualitative research to pre-test materials designed for the May-June 2009 advertising campaign. More specifically, the objectives of this research project were to:

• gauge participants' reactions to the theme/messaging of the ads;
• collect feedback on the language, tone, look and design;
• gauge participants' understanding of objectives, key messages and expected outcomes; and
• identify suggestions for improvements.

Two focus groups were conducted in Ottawa on May 11, 2009 (one in English and one in French). There were eight participants in each group. Participants were Canadians 18 years of age and older who had travelled to the United States by land at least once in the past year. Some of the participants held a valid Canadian passport, while the others did not. The groups also included a good mix of individuals based on age and gender. The groups lasted approximately 90 minutes and participants were offered a $75.00 cash incentive for taking part in the research. Four types of ads were tested in the groups: radio, Internet, print, and billboard.

b) Overall Results

Overall, the draft elements of the campaign pass a "disaster check". The key message (i.e., the need to obtain passport or other secure documents to enter the U.S.) was communicated effectively by all materials. Participants were able to identify the ads as being from the Government of Canada. It was also clear to them how to obtain further information. No one was offended or put-off by anything they read saw or heard, though a few people commented that the campaign seemed to be starting late given the June 1, 2009 deadline. Other general findings of note include the following:

• There were no fundamental differences between the views and reactions of the French and the English participants.
• Most participants were familiar with subject matter of the advertisements (i.e., new rules for travel to the United States did not seem obscure or unexpected).
• Suggestions for improvement were fairly minor (i.e., a few wording changes, adoption of different images), as well as consistent.

c) Recommendations

In finalizing the campaign materials we suggest that the CBSA gives consideration to the following recommendations.

• For the print, Internet and billboard ads change the header to: "Traveling to the United States?" It is more attention-getting and relevant.
• Adopt a single image of a passport throughout the visual advertisements (i.e., the print, Internet, and billboard ads). This image is more attention-getting and instantly conveys the subject-matter.
• If only one type of Internet advertisement is to be chosen, use the "Leader Board" format over the "Box Banner". The Leader Board format appears to be more intuitive.
• Simplify the print text by removing the reference to "car/boat" given that Canadians travelling to the U.S. require a passport or other travel document regardless of their mode of travel. Also, delete WHTI in favour of a shorter and more colloquial alternative such as "new U.S. laws/regulations".
• Employ an authoritative tone in the execution of the radio advertisement.