Prepared for Parks Canada Agency
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Corporate Research Associates undertook the Advertising Concept Pretesting Study on behalf of Parks Canada. The research aimed to assess citizen reactions to proposed creative concepts being considered for a new national tourism campaign, to ensure the concepts resonate with the target audiences and motivate residents to consider visiting Canadian national parks and historic sites in 2017. A total of eight online focus groups (real-time, over the phone and online) were conducted across Canada from December 12 to 13, 2016. Six to eight participants attended each group (53 total participants), with each discussion lasting approximately 90 minutes. Parks Canada plans to use the results of the study to revise the campaign's creative concepts before launching it across multiple media platforms in 2017.
The results reveal that the campaign concepts, in their current form, hold only moderate appeal, and fall short of meeting campaign objectives. With some modifications however, findings suggest that the campaign will be well-received and will successfully encourage the public to order an official entry pass (Discovery Card Pass) and visit a National Park and/or National Historic Site.
The Advertising Concept Pretesting Study employed qualitative techniques which are used in marketing research as a means of developing insight and direction, rather than collecting quantitatively precise data or absolute measures. Due to the inherent biases in the technique, the data cannot be projected to any universe of individuals. Qualitative discussions are intended as moderator-directed, informal, non-threatening discussions with participants whose characteristics, habits and attitudes are considered relevant to the topic of discussion.
I hereby certify as Senior Officer of Corporate Research Associates that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Communications Policy of the Government of Canada and Procedures for Planning and Contracting Public Opinion Research. Specifically, the deliverables do not include information on electoral voting intentions, political party preferences, and standings with the electorate or ratings of the performance of apolitical party or its leaders.
Signed by: Margaret Brigley, President & COO
Corporate Research Associates
Corporate Research Associates a entrepris l’étude de prétest de concepts publicitaires au nom de Parcs Canada dans le but d’évaluer la réaction de citoyens et de citoyennes aux concepts publicitaires proposés pour une nouvelle campagne nationale de tourisme. L’objectif final du projet est de s’assurer que les concepts interpellent bien leur public cible et lui donnent envie d’aller visiter les parcs et lieux historiques nationaux du Canada en 2017. En tout, huit groupes de discussion ont été tenus en temps réel, à la fois au téléphone et en ligne, à l’échelle du Canada les 12 et 13 décembre 2016. Chaque groupe était composé de six à huit participants, pour un total de 53 participants, et les discussions ont duré environ 90 minutes. Parcs Canada a l’intention d’utiliser les résultats de cette étude afin de réviser les concepts publicitaires de la campagne avant de procéder au lancement de celle-ci dans divers médias en 2017.
Les résultats de l’étude révèlent que les concepts de la campagne, dans la forme qu’ils ont aujourd’hui, n’ont qu’un attrait modéré et donc qu’ils n’atteignent pas les objectifs de la campagne. Cela dit, il suffirait d’y apporter quelques modifications pour que la campagne soit bien accueillie et parvienne à encourager les gens à commander un laissez-passer officiel (la carte d’entrée Découverte) et à visiter un parc national ou un lieu historique national.
L’étude de prétest de concepts publicitaires a eu recours à des techniques qualitatives généralement utilisées pour des études de marché dans le but de fournir une orientation et une compréhension approfondies, plutôt que de fournir des données quantitatives précises ou absolues. En raison des distorsions inhérentes à la technique, les données ne devraient pas être extrapolées sur une population précise. Les discussions qualitatives se veulent des discussions détendues et non menaçantes dirigées par un animateur, et regroupant des participants qui présentent des caractéristiques, des habitudes et des attitudes qui sont jugées pertinentes dans le contexte du sujet traité.
J’atteste par la présente et à titre de cadre supérieur de Corporate Research Associates Inc. que les résultats attendus sont entièrement conformes aux exigences en matière de neutralité décrites dans la politique de communication du gouvernement du Canada ainsi que dans les procédures de planification et d’attribution de marchés de services de recherche sur l’opinion publique. Plus précisément, les résultats attendus n’incluent pas de renseignements sur les intentions de vote électoral, les préférences quant aux partis politiques ou les positions des partis, et les cotes de performance d’un parti politique ou de ses dirigeants.
Signé par : Margaret Brigley, Présidente et chef des opérations
Corporate Research Associates
In celebration of Canada’s 150th birthday Parks Canada is offering all visitors free entry to all National Parks, National Historic Sites and Marine Conservation Areas in 2017. In relation to this initiative, Parks Canada is currently developing a new national tourism campaign that is scheduled to launch in 2017 with the intention that the final campaign will involve multiple communication mediums, including television (30 second video ad), and various online platforms (i.e., websites and social media, including YouTube, Facebook and Twitter). Overall, the purpose of this campaign is to encourage Canadians to visit its National Parks and National Historic Sites in 2017. In particular, Parks Canada’s new advertising initiative is seeking to increase visitation and motivate Canadians to visit National Parks and Historic Sites, and apply for Parks Canada’s Discovery Pass. Moreover, this campaign aims to inform the public that visitation to Parks Canada’s sites in 2017 is free.
To assist the final development of this campaign, Parks Canada was interested in assessing citizen reactions to the proposed creative concepts being considered to ensure they resonate with the target audiences and motivates them to consider visiting Canadian national parks and historic sites in 2017.
To assess opinions, perceptions and overall reactions to the proposed creative concepts, Parks Canada commissioned Corporate Research Associates to conduct a series of online focus group discussions across the Country with adult Canadians.
Specific objectives of this research included:
Ultimately, results from this research study will inform revisions to the campaign concept prior to launch.
In December 2016, Corporate Research Associates undertook the Advertising Concept Pretesting Study on behalf of Parks Canada. This qualitative research included a series on online focus group discussions with adult Canadians. More specifically, a total of eight (8) online focus groups (over the phone and online, simultaneously in real-time) were conducted (6 in English and 2 in French) over a two-day period, December 12th and 13th, 2016. Each group discussions lasted approximately one hour and thirty minutes, and as per market standards, participants each received $75 in appreciation of their time and input. The following outlines the geographical coverage of groups conducted:
Across all groups, 53 participants took part in the study.
Participants were recruited to include Canadian residents 18 years of age or older who have at least one child under the age of 18 living in the home, are involved in decisions related to travel, express some intention of travelling in 2017, and express some level of interest in nature parks, the outdoors and/or cultural settings. All newcomers reported living in Canada for at least five years or more. With the exception of the newcomers’ groups, all were born in Canada. Each focus group included a mix of age, gender, household income, employment and education. As is normal practice in market research, those who work in or are retired from specific industries, or who have someone in their household in this situation, were excluded from the study. These industries include market research, marketing, public relations, media, advertising, political parties, government department (provincial and federal), and nature parks. All participants were recruited from qualitative general population panel lists and random dialing.
The following conclusions are provided for Parks Canada’s consideration, based on the findings of the Advertising Concept Pretesting Qualitative Research Study.
Theme/ Approach: Parks Canada should consider further development of the "Your Free Pass to Discovery" print/ online concept, and "Through the Child’s Eyes" video approach.
Concept Modifications: Several design modifications are needed to enhance the final campaign’s impact. More specifically, consideration should be given to:
Across groups, the discussion began with participants identifying, unaided, National Parks and National Historic Sites visited in the past. Participants were then asked motivators for either visiting or not visiting National Parks and/or National Historic Sites.
National Park visitation is prevalent across locations, though some confusion is evident between national and provincial parks.
Across locations, most participants reported having visited multiple National Parks in the recent past. Primary motivators for visitation consistently centered around a keen desire to be outdoors, as well as an enjoyment of family trips and outdoor activities such as camping, swimming, cycling and hiking.
"Like being a tourist – something to see different."
"Anything with beaches, swimming, nature parks…"
"Anything with beaches, swimming, nature parks…"
"We like nature, walks around nature, to explore."
"Parks are a fun and affordable activity to do with the family."
While a wide range of National Parks were mentioned by name across locations, Banff and Jasper were most commonly referenced, especially among English-speaking participants. While some spoke of visiting National Parks while on extended trips away from home, others cited regular visits to Parks closer to home (i.e. weekend or short trips). It warrants mention that across locations, participants were frequently unable to distinguish National Parks from Provincial Parks.
"Hard to differentiate sometimes between federal and provincial parks."
Among the few who reported limited to no visitation to National Parks, a lack of time, distance and/or a preference for provincial parks were considered the main reasons for not visiting. Some also mentioned cost as a primary deterrent, including both the cost of travel to a National Park and the cost of entry.
Reported visitation to Canada’s National Historic Sites is low, and there is little awareness of what National Historic Sites includes:
Findings show there is clearly a lack of awareness of Canada’s National Historic Sites. Across all groups, most participants reported having never visited a National Historic Site in Canada. The few who had visited, primarily shared an interest in history and local community or were interested in ensuring their children/ grandchildren were exposed to the region’s or country’s history. Others indicated that they had visited Historic Sites while travelling to other areas.
Those who had reportedly not visited a National Historic Site, consistently attributed their lack of visitation to either a lack of awareness of where the sites were located or a lack of interest. Indeed, many were unsure as to what sites would even be considered a National Historic Site, and where such sites are within any part of the country."I’m a history buff."
"Like going with my kids and grandkids – let them learn something."
"We travel outside of Canada, but I want to expose [my kids] to local [history] as well."
"We visit historic sites around the City. Teach our children history and where we come from."
"C’est bien de montrer l’histoire aux enfants." (It is good to show history to kids.)
In many instances, participants had never thought of looking to see what historic sites were available to visit. That said, it warrants mention that participants consistently expressed some interest in visiting National Historic Sites if they were familiar with where they were and what they had to offer."We never go. Don’t know where they are."
"I’m trying to think of historic sites. Alexander Graham Bell [museum]; would that be a historic site?"
"I can’t think of one off hand."
"I’m not aware of National Sites, but I’m interested in checking them out. In the winter we look for things to do inside."
"I’m not aware; I don’t think I’ve been to any. I’d be interested in going."
Participants were shown an advertising campaign being considered for National Parks and National Historic Sites in Canada. The campaign included several different components, namely: video, online and print ads. The campaign was presented as draft only, and the order of presentation was rotated across groups to avoid order bias. Although the videos and print/ online components were presented separately, the following highlights key findings across concepts. Subsequently, findings from each concept are discussed.
Across campaigns, the main message was consistently considered to be that residents should explore Canada’s National Parks and Historic Sites in 2017.
Overall, participants generally agreed that the main message of the campaigns implies an invitation to come and visit Canada’s National Parks and Historic Sites. For most, the message of free admission was clear, although a few, particularly in the French-speaking groups, questioned the claim given their impression that nothing is completely free.
"Opportunity to rediscover Canada…go out there and go see things, and don’t let life go by without travelling."
"It makes me want to plan a day trip with my husband … I wish it wasn’t snowing; I want to go right now."
"Feel that the message was to try to get people to get out and explore the country that we have."
"For me the message is clear, get out there and explore these types of areas and enjoy."
"I’m interested in getting a pass, and travelling a little further than we have in the past."
"Moi le message que les deux publicités cherchent à véhiculer c’est que ça donne une carte qui nous permet de visiter tous les lieux et les parcs du canada et on encourage les gens de le faire en famille avec les enfants." (It says that it provides an access card to see all historic sites and parks in Canada and they encourage people to visit as a family with their kids.)
"Ça a attiré mon attention dans le sens que c’est gratuit. Ça m’a porté à confusion aussi parce que je me suis demandé si c’était vraiment gratuit. Le réflexe que j’avais c’était qu’il n’y a vraiment rien de tout à fait gratuit (dans le monde)." (The fact that it is free grabbed my attention but it was also confusing to me because there isn’t really anything that is totally free.)
Although the campaign was seen as inviting residents to visit National Parks and Historic Sites, in their current form, the concepts were generally not considered to strongly encourage Canadians to get a Discovery Pass and visit National Parks and Historic Sites. Moreover, a few felt that the main message of the campaign would resonate more among those who are physical active, liked camping, and/or those who would have already visited National Parks and/or National Historic Sites. This was particularly the case among those who did not associate with some of the outdoors activities illustrated, including biking and camping, or who were not inclined towards learning about history.
"The ad works with people who already go there anyway. Not sure it gets someone off the coach. Someone who doesn’t even own a bike."
"Shots of kayaking, camping, I find it attractive. Don’t know if a coach potato would be motivated."
Further, a few felt that greater attention was needed to highlight that this campaign related to the 2017 year only.
"You keep throwing 2017 around, but I don’t see 2017 anywhere. Visit National Parks, but anything to specify 2017? It’s clear that it’s a free pass, but not for 2017 [only]."
Across locations, participants were somewhat critical of the caliber of visuals presented in the campaign.
Across locations and group types, the images included in the concepts were deemed too generic, and lacking inspiration, originality or distinctness. Consistently, participants felt the visuals were not awe-inspiring, nor reflective of the best Canada has to offer. At the same time, too few iconic scenes were illustrated that would be easily recognized by most, such as Banff National Park. Further, it was felt it did not evoke a sense of national pride that some experienced when visiting the beauty of a national park.
"There’s a lot more scenic pictures of Canada. They didn’t capitalize on that a lot."
"There’s so much more beauty that’s available… it didn’t say to me that’s a National Park I want to go see … [it came across as old], not young, adventurous or hip."
"It’s a little generic to me. It can kind of be anywhere. Not instantly recognizable as Canadian landscapes."
"I want something a little more recognizable and iconic as Canadian."
"Need to make it more ‘Canadian’. You see those images in any magazine; seen all the time."
"This can be any photo from anywhere."
"There are better photos out there to capture people’s attention."
"Pictures need to be more catchy, new."
Overall, it was felt the visuals lacked the presence of wildlife (considered a key attraction to parks for some), and many felt that the images should include more action (e.g., mountain biking, hiking, rock climbing, etc.) to encourage visitation, especially among younger Canadians.
"If I saw this ad, and didn’t hear the voiceover, I would think about taking my parents, not kids."
Criticisms were most evident among those living in western provinces and those in Quebec. By contrast, new Canadians were less critical in this regard.
Identifying which National Parks and/or Historical Sites are being showcased in the campaign was considered highly important.
Across groups, participants expressed a clear desire for all images to include location information. Indeed, many felt that knowing the precise location of the Park and/or Site being showcased would encourage them to seek out additional information on a specific Park or Site, general information on the surrounding area (e.g., offerings of nearby communities), and/or visit the location.
"[Need to] have subtitles to where places are – get tourists to say we should check that place out; [add subtitles to identify the places] so people know where they’re looking at."
"Nice to know where these places are at. I don’t even know what provinces these places are in."
"Lot of us don’t know where these places are in Canada."
"If somebody never visited these National Parks and Sites, these pictures don’t say ‘wow – these places exist’ and where to go [to see them]."
"It doesn’t tell you where it is. If it’s down the road from me, I could actually go."
"The goal is to try to get people to go to National Parks, but it needs to have more information. You’re expecting someone who hasn’t been there to recognize where those pictures are…Where are the places?"
"[It would be better if you’re] able to address where the places are…encourage people to google it, check out other things in the area."
The word "free" is a key motivator in encouraging visitation to National Parks and Historic Sites.
Across groups, the idea of free entry to National Parks and Historic Sites was of considerable interest. Indeed, the cost of entry to National Parks/ Historic Sites was identified as a barrier to frequent visitation to some. For many, the offer of free admission holds great appeal, and clearly entices visitation.
"[The word] ‘free’ has to be there."
"I like knowing that the Parks are free because we’ll use that for sure."
"It may prompt people to go on a family vacation that they may not otherwise go."
"January 1st, I would be logging in to get a pass, and planning very quickly."
"[The word] ‘free’ grabs everyone’s attention."
"Free is really important; it’s a hook for many people!"
"Free pass – that would grab me. Already has, because we’ve seen it on social media and already ordered it."
"Free pass – a tangible item that you can apply for [I find that appealing]."
That said, a number of participants noted that free admission would not be enough of a draw to encourage visitation to a National Park and/or Historic Site outside of their region, due to travel related costs and/or distance.
"Free admission to Banff, that’s not the deal breaker to go to Banff – it’s the flight to Banff. That’s not going to be the draw to get me to go."
"I do like naming the places because when you’re talking about National Parks in Canada it could be east coast or west coast – it has to be more specific to your location … some places you would have to plan a holiday around it to take in this adventure."
Moreover, a few participants expressed concern over a surge in visitation to sites where ecological conservation is of higher concern, and questioned whether those sites would be excluded from the free pass offer.
"Some parks try to limit the amount of people going through. Are those [Parks/Sites] included in the pass?"
The campaign, as presented, lacks an appropriate level of diversity.
Across groups, although less so in the French-speaking groups, participants concurred that greater diversity should be represented in the visuals shown. In the print ads, it was felt that the individuals shown need to reflect the actual diverse makeup of the country’s population. Further, while participants appreciated inclusion of the Indigenous girl, it was generally felt that it should be more evident that she is Aboriginal.
"Throw some diversity in there; people need to see themselves."
"… shake up the images; [needs more diversity]."
The purpose of the Discovery Pass is not clear, with many confused on how to obtain the Pass.
While many expressed interest in getting the Discovery Pass, participants often questioned the exact purpose of the pass, with many asking whether it was necessary to present the physical card upon admission to a National Park or Historical Site. Moreover, it was not always clear to participants how residents would go about getting a pass, what restrictions (if any) are placed on the pass (e.g., are only a limited number of passes being offered, are any Parks/Sites excluded, does the pass cover a single person or family), and what would happen if they actually forgot their pass at home. Many participants noted a desire for clear instructions on where to find additional information about the pass.
Some felt that having to order a pass seemed an unnecessary expense if admission is free, as was the government having to produce and mail out the passes. They wondered why the parks/ sites would not simply be free at entry, without requiring a pass.
"Why do we need a pass? I thought everything was free. I’m a little confused about the pass thing now…. I didn’t know I have to apply. Is it limited?"
"I’m very confused. Can you drive in and not have to get a ticket? Do you have to order the pass to get in for free?"
"If I show up to a Park without a card, are they going to let me in?"
"If everyone gets it, do you need to get the Pass?"
"Some people may think it’s all national parks, or just these parks – there may be some confusion."
"Do I get a … Pass for the whole family? I wish there would be some sort of [direction] – go to the website to find out more details."
Nonetheless, a few indicated that showing the card itself was important to draw attention to the offer and strengthen the campaign’s message. At the same time, the card reiterates the idea that access is free and it is evocative of a gift. It was mentioned that the card may provide branding opportunities to clearly identify National Parks from provincial sites, by featuring a distinct Canadian icon, such as the beaver, that could be used across national sites.
"C’est essentiel [de montrer la carte] parce que c’est nouveau, parce que le prix d’entrée semble être un frein et parce qu’ils [parcs et lieux historiques] sont réputés pour être chers." (It is essential to show the card because it is new and because the cost is an impediment to visitation. National parks and historic sites are known to be expensive.)
Of note, across locations a few participants were already familiar with the Discovery Card pass though social media, and had already applied for the pass.
"I saw it on social media. There’s so much more to it. It made me apply for the pass."
Two separate video ad concepts were presented (Through the Child’s Eyes and Some Day). For the five groups, the visuals used in each concept were different, with one focusing on Canada’s National Parks, and the other on Historical Sites. For the final three groups, participants were only shown the visuals for National Parks.
Of note, while participants commonly noted that the visuals in the video appeared on the screen too quickly, and that the voices used were too downbeat, they were reminded that videos were concepts only, and that the images and voices used were not intended to be final.
Across groups, both videos held moderate appeal, specifically in relation to the choice of visuals used.
While both campaigns communicate that the Government is offering free admission to National Parks and National Historic Sites in 2017, the ads were generally not considered overly effective in promoting and encouraging visitation. Indeed, a few participants noted the campaign had an ‘older style’ feel, and would not readily stand-out from other advertisements.
"It’s like how they used to advertise years ago."
"There’s so many new [ads] way more engaging."
Moreover, few offered complete agreement that the videos were attention-getting, would encourage them to order a Discovery Pass, or that the videos would encourage them to visit a National Park and National Historic Site.
Both ads received criticism in terms of visuals, as mentioned. Many felt that the images appeared on the screen too quickly, and were generally not considered eye-catching. Furthermore, some participants felt that the reason for free admission in 2017 was unclear, with some feeling greater attention was needed in promoting Canada’s 150th birthday celebration. Of note, new Canadians were generally less critical of either video.
"What’s the reason we can go for free? It didn’t mention Canada’s birthday."
"[You need to] make It really exciting. Hey Canada – it’s our 150th birthday. Come see what we’re all about. Come visit us."
"[It needs to be an] overt celebration of Canada. It’s our birthday. Canada has so much to offer. It didn’t celebrate and draw out that message enough."
"Les gens seraient plus intéressé à savoir qu’il y a quelque chose de spécial pour fêter quelque chose. De connaître les raisons pour visiter les parcs." (People would be most interested in knowing the reason to celebrate something. To know the reasons they should visit national parks.)
Participants commonly mentioned that given the breadth and wealth of "awe-inspiring" landmarks in Canada, they were surprised by the choice of image selection in the videos. Indeed, while many considered the ads to be sentimental, the images were generally deemed too generic, lacking diversity, and not evoking strong feelings of excitement, energy, and enjoyment. The use of dynamic imagery was considered critical when showcasing Canada’s National Parks and Historic Sites.
"There are some beautiful spots in Canada that would make you want to be there, but [these visuals] here are not compelling."
"It needs to be more dynamic, more appealing."
"Geographically there are many interests that have to be presented."
"I don’t think it’s aimed at kids. There needs to be a follow-up to give kids something that appeals to them."
Further, participants consistently expressed that the ads did not necessarily evoke a sense of national pride or a strong emotional response as should be possible with the potential of available imagery.
"When I say Canadian, I feel proud, but I don’t get that feeling of being proud [from these campaigns]… [When family visits from the United States] I always take them to see the mountains, Parks, different sites – there is a sense of pride – this is Canada, this is beauty."
"[Images that evoke a sense of pride in being Canadian – ice climbing, northern lights, playing hockey on top of a mountain] that’s the type of emotional attachment I’m looking for."
"[It should be] more reflective of Canadian life."
Overall, "Through the Child’s Eyes" was generally considered most appealing of the two videos presented.
Many participants felt that the use of multiple voices in "Through the Child’s Eyes", with three different generations being represented, held broader appeal. Alternatively, while the "Some Day" campaign was considered relatable with several participants expressing a tendency to procrastinate when planning such activities, many felt the tone was too negative. Several participants (specifically parents of younger children) criticized the ad for making parents feel ‘guilty’ for not having gone to National Parks and Historical Sites, and accordingly, felt the concept presented some risk in alienating viewers.
As noted, many participants felt the multiple voices approach held broader appeal. Participants believed the video was more inclusive and relatable with multiple generations being represented. Many liked how the video incorporated feelings of nostalgia by referencing the importance of family traditions, creating a more personal tone.
"Three voices with three different generations – more family oriented, rather than focusing on one age. Speaks to more people."
"I preferred multiple voices, coming from different audiences, different perspectives."
"Grandpa liked this place, took my dad, dad brought me – it’s a tradition."
"It reminded me of when my parents would take me out to go camping, or see historic sites. Makes me feel that this is something I want to do with my daughter as well."
"It’s more family oriented; remembering your past."
A number of participants especially liked how the ad talked about each generation participating in outdoor activities, believing greater attention was needed in encouraging today’s youth to participate in active, outdoor activities.
"Today’s generation is not as open to going outdoors. Back in the day when parents and grandparents used to outdoors [frequently]. Encourages you to go out."
"Want kids to think back and remember the things that we did; why we do these things. Good memories and good times."
"J’ai aimé que c’était plusieurs voix différentes. Ça montre l’intérêt qu’il y a pour différentes personnes." (I liked that there was many different voices. It showed that this ad is for different people.)
That said, several felt the video lacked excitement, and some found the use of multiple voices distracting.
"Narrative is really touchy. Brings up emotional feelings [but] it’s not a video I would look forward to see again, or talk to friends about."
"Ça m’a agacé le changement de voix; on passe de la voix calme et basse au début et ensuite on est tombé avec une voix d’enfant excitée et ça m’a fait perdre le fil." (The changing voices annoyed me. You go from a calm and low voice at the beginning to an excited child’s voice and I got lost.)
While parents commonly noted that that "Some Day" video was relatable, several felt that ad held a negative tone, making parents feel bad or guilty for not taking their children to a National Park and/or Historic Site. A few felt the ad implied that if by not partaking in such activities, it would negatively reflect on you as a parent.
"[Someday] we said we would do it … I even said it myself: we should go to the parks."
"One Day, Some Day hits home to me. Many times my kids are asking can we go there, and [I say] yeah we will. No excuse [now] – it’s free all year. Just need the time."
"It’s more guilt tripping. Thinking of kids asking, ‘Why aren’t you taking me today? You promised us’."
"Feel guilty; not a good parent. It should be more positive, upbeat."
"Some Day made me feel guilty because I haven’t taken [my kids]. I got offended by it. [You’d] feel guilty and bad."
"Promising something – careful you may offend as much as you attract. People try to be good parents, and [the ad is] saying they’re not good parents because they haven’t taken their kids out… [some parents] my not have the means even if they have the card. If you don’t have the means to get there even if the pass is free it would be disappointing."
"Ça m’a fait un peu sentir coupable parce qu’avec des enfants on dit toujours ça mais à la fin de l’annonce on dit qu’on passe à l’action." (It made me feel a little guilty because with children we often say that but at the end of the ad, it says to go for it.)
Two separate print and online ad concepts were presented ("Your Free Pass to Discovery" and "365 Day Discovery Pass Giveaway"), with each campaign including two print ads and two banner ads. Overall, both print and online ad concepts received mixed reviews. While no image was deemed particularly problematic, consistent with other findings, many felt that the images lacked excitement and/or were too generic. Of note, several participants noted the importance of online ads in particular in reaching younger audiences.
"My problem with print is that younger people don’t really look at print. They get their information online. Make the online more clear and concise like the print ones."
The following provides commentary for each concept.
While both concepts received mixed reviews, the simplicity and clarity of "Your Free Pass to Discovery" was generally preferred.
This concept was clearly preferred over the 365 Discovery Pass Giveaway, for its clarity of messaging and wider appeal.
This concept was praised for its simplicity, use of bright colours and clarity of wording (i.e., greater prominence given to the fact that the pass was free). The concept lacked ambiguity and left no confusion as to what it was trying to achieve.
"The sky is the limit. Free pass to see all Parks, whatever is out there. You can do anything and everything with that one. I think that it indicates free pass to all Parks, no entrance fee. Free … that’s what would attract you. In case of a family, that’s important."
Participants were also complimentary of the fact that the imagery chosen was more exploratory and interactive in nature. That said, some questioned what the girl was holding in the poster and felt it would be beneficial to have a more predominant creature in the image.
"Like that the pictures are more exploratory – kids exploring, diversity, wildlife."
While depicting exploration in the visuals was well liked, many felt the images were not all instantly recognizable as Canadian, and were not especially attention-getting. The online ads were criticized by some for being too generic and for including too many different, unrelated visuals. There was concern with the words appearing late in the online banner ad, thus running the risk of looking the viewer’s attention.
"They’re embarrassing; this is the best you can come up with? A generic stream? Not even a waterfall? It’s embarrassing if this is the best they can do."
"Ici on attend la troisième image avant de voir des mots, de l’information." (Here we have to wait until the third image before seeing words and getting information.)
As previously noted, the word "Free" was attention-getting and a key motivator for getting the Discovery Pass, and visiting a National Park and/or National Historic Site – particularly locations that would be within driving distance to a person’s home.
"Free pass – I think that would get people interested. Just say parks are free in 2017. Going there is the main cost. I never thought you’d pay to get into the parks. Five to 10 dollars is nothing major; transportation and hotels – that’s the cost."
"Free is significant. My husband and I are at the poverty level [and when we went through Alberta we] drove thru so we didn’t have to pay. Banff and Jasper – it’s expensive. We can’t afford to stop and enjoy nature."
"It’s better to highlight local places of each region."
"Free pass – definitely a stronger sentence and possibly entice me to check into what exactly is being offered."
While some liked inclusion of the discovery pass visual in the ad, inclusion of the hand in the visual was deemed problematic to a few, and unnecessary. In fact, a few participants did not notice the hand holding the pass until it was pointed out. Others, however, felt it suggested the card was offered, thus referring to a gift.
"Hand in the corner – just noticing this now."
Having the website in the print ads was well liked and considered an important element to direct readers’ further research. It was felt that the banners should include a mention of Parks Canada to clearly identify the offer’s sponsor.
"Having the Canada flag on there [would help. We see a lot of advertisements from the United States]. That would differentiate it better. Or having the Parks Canada logo."
"Dans la publicité en ligne il manque le mot "Parcs Canada". On dit qu’il y a une Carte Découverte, mais pour découvrir quoi?" (In the online ad the name "Parks Canada" is missing. They say that there is a Discovery Card, but to discover what?)
Many liked that in this campaign, the online banners mentioned a reason for the free access to National Parks and Historic Sites, namely to celebrate Canada’s 150th anniversary.
Inclusion of the word "free" in the tagline grabs attention and heightens interest.
Two taglines were included in this campaign concept, namely "Your Free Pass to Discovery" (Une entrée libre vers la découverte) and "Discover, Today" (Découvrez, aujourd’hui). Of the two taglines presented, English-speaking participants expressed a strong preference for "Your Free Pass to Discovery" rather than "Discover, Today". Opinions of French-speaking participants were mixed, with some liking the tagline Une entrée libre vers la découverte, as it suggests an invitation to access National Parks and Historic Sites any time and as many times as they would like, as well as implying that there are no entrance fees. By contrast, Découvrez, aujourd’hui, was preferred by some for being more action-oriented and having a sense of urgency.
"Free Pass. Love it. It’s free. Come to Canada and discover, no charge. Land of opportunity. We usually plan one trip because of the cost of it, it adds up. Free pass – I can’t wait to do stuff already. It’s not going to cost and arm and a leg to go to multiple places. Saw free pass [and thought] that can’t be right. No excuse!"
"[Discover, Today is] not as enticing as the last one. You need the word free. Free makes a difference definitely, 100%. It’s the difference between me going one place and going multiple places. It open possibilities. Budget is everything."
"(Une entrée libre vers la découverte) ça me donne l’impression que je peux rentrer et sortir dans mon Canada et découvrir tout ce que je veux. Que je suis libre." ( "Your Free Pass to Discovery" gives me the impression that I can go in and out throughout Canada and discover everything I want. That I am free to come and go.)
"(Découvrez, aujourd’hui) ça incite à l’action, maintenant, n’attendez-plus. À cause des termes et de la virgule." (Discover, Today invites you to act, now, to no longer wait. Because of the words they use and the comma.)
While this campaign was well liked for its singular imagery and place-identification, its questions posed and numeric headlines have the potential for confusion.
Mixed opinions were offered regarding this campaign. On a positive side, several participants were intrigued by the questions presented, and felt the questions grabbed their attention, and encouraged contemplation. Moreover, some felt that including reference to specific days made the campaign feel like a challenge to visit as many locations as possible.
"It’s the question that captures you initially. Stuff that I’ve studied in school, read about this place, heard about this place in history – now there’s an opportunity for me to go and visit it."
"I like wondering about whether we’re alone in the universe."
"I like the idea of being challenged."
Indeed, several participants found the idea of having a clear challenge presented to them to visit as many Parks and Historic Sites as possible in 2017 to be exciting and highly appealing.
"Day 200 – I visited 3 Parks; how many have you? Make it a challenge!"
That said, across locations, some believed the statements were confusing, particularly in relation to the historical moment represented. For them, a lack of awareness of the historical rebellion referenced meant the ad’s intent was not easily understood and could be overlooked.
Others expressed that the statements, as presented, could be divisive across the population. In multiple locations, a few participants mentioned that posing the question ‘are we alone’ could be problematic for those with strong faith, simply by the suggestion of extraterrestrial life.
"[I’d] stay away from the alien question."
"Ever wonder if we’re alone? That may exclude [some people]."
Many felt that the imagery was too dark, and felt the text at the bottom of the screen was too small. That said, the consistency of images in the online ad, and outdoor camping shot held appeal. Moreover, participants appreciated the fact that, while the text was difficult to see, the ads referenced site locations – although a few felt further details were needed.
"Too lonesome. Dark."
"Telling us where the places are being taken is a better approach."
"See [the location] and I immediately googled it to find out … The picture actually tells you where it’s taken that’s more relevant and appealing."
"It’s important for the name of the places to be there. Where is Louis Riel’s house? It’s important to say where these places are."
"Everything is so small in the print."
Many English-speaking participants had limited to no familiarity with Louis Riel, and as such, felt that the image lacked appropriate context. Those who were familiar, questioned the appropriateness of having such a controversial historical figure being so prominently featured in the campaign. Moreover, some were not able to put the picture in context given the close-up (i.e. lack of historical surroundings).
"Louis Riel is a polarizing figure."
"Day 124 – not appealing at all. [Looks like a] drug prevention ad rather than Parks."
"The Day 124 guy there is scary to me."
Many French-speaking participants felt that this approach had more limited appeal than the previous concept, as it shows images of a specific historic figure and of remote nature settings. As such, those who prefer sites and outdoor activities with wider appeal did not recognize themselves in those images.
The purpose of referencing specific days was not always clear to participants. While some believed this strategy was intended to highlight the vast number of National Parks and Historical Sites in Canada, others questioned whether it meant that admission to specific Parks and/or Sites was only free on specific days (e.g., free admission to the Riel House on Day 124 only). The references to specific days was considered especially problematic if a single visual was seen out of context, without being exposed to the other creative. As such, a few expressed the importance of having a wide variety of visuals included (e.g., showcasing a large number of days, with a variety of Parks/Sites from across Canada).
"[The Day 124, 228] I questioned it at first. Kind of like winning the lottery. What would you do on Day 13, Day 228. When it’s free, it’s yours to discover. Pick where you want to go and go."
"Day 228: is it a special day? The longest day? Why is it day 228?"
"Is that the only day in the year I can go to that park?"
"There’s going to be 365 differences you can have. Does that event take place on that week? [Is it that] you can go do that specific activity on that day?"
"[I wouldn’t] understand what they’re trying to say. Day 13 – 365 Discovery Pass. I wouldn’t understand that you’re free to go to all the Parks, all across Canada."
"Seeing them everywhere makes sense, but seeing one may not make any sense. Can I go to the Park on the 13th of January?"
"Seeing them out of context, you wouldn’t know what this is about. Say Day 124 you could lead a rebellion – that doesn’t mean anything to me."
"I would like it if there were more days. If it’s a series."
While participants generally preferred the consistency of images in these banner ads, like the Free Pass to Discovery ads, participants felt the images needed to be more dynamic.
"Every one of these photos should be so nice that you shouldn’t need multiple; each photo should be so nice it stands on its own."
Inclusion of the word "free" is needed to enhance proposed headlines. The word "giveaway" is clearly problematic. Of the two taglines presented for this campaign, English-speaking participants expressed a strong preference for 365 days of discovery with Parks Canada rather than The Great 365-Day Discovery Pass Giveaway. That said, it was felt that a combination of the two would be more effective at enticing visitation (i.e. including "Free 365-day Discovery Pass to Parks Canada").
"365-Day Discovery with Parks Canada – much better. This is clearer that it’s for Canada. It doesn’t beat around the bush. Clear, pointed. Mentions Canada."
By contrast, opinions were only slightly more favourable towards the 365 jours de découvertes avec Parcs Canada tag line, over Explorer pendant 365 jours avec la carte d’entrée Découverte. The former was considered more succinct while at the same time clearly communicating an invitation to discover Parks Canada sites for a whole year. Others found this statement too short and un-inspirational.
"Avec juste ce slogan-là (Explorer pendant 365 jours avec la carte d’entrée Découverte) c’est vrai qu’on ne voit pas la gratuité. On pourrait faire pendant 365 jours des activités différentes, c’est très bien exploré. Mais il n’y a aucune notion de gratuité." (With the tagline The Great 365-Day Discovery Pass Giveaway, it is true that we don’t see the free aspect. We could do for 365 days of different activities that is well communicated. But there is no notion that it is free.)
"‘365 jours de découvertes avec Parcs Canada’, c’est plus précis que c’est Parcs Canada et qu’il y en a pour un an. C’est plus clair ce qu’on peut explorer ou découvrir." (With 365 days of discovery with Parks Canada, it clear that it is Parks Canada and that you have a whole year. What you can explore or discovery is made more clear.)
The word "Giveaway" was considered problematic by many.
A number of participants felt that the word "giveaway" implied that only a limited number of free passes would be available, and not everyone who applied would receive a pass, or that there would be some sort of "catch".
"Is it unconditional? What am I giving away? ... [It feels like they’re] trying to get me into something."
"Suggests a limited amount; maybe not everyone who goes online and requests [a Pass] would get one."
"Giveaway is misleading. Everyone gets one. It’s not a giveaway."
"Why ‘Giveaway’ if it’s free for all?"
"Makes me think I have to go into a draw. There’s a limited amount and [it’s] not worth my time to enter."
Many expressed concern that a "giveaway" implies a contest and that passes were limited to specific locations on specific days. Further some assumed that there would be eligibility requirements with a "giveaway". Moreover, in multiple locations, a few felt that the word ‘giveaway’ was too closely tied to a lottery. As such, most concurred that this word was highly problematic, and should be avoided. Indeed, many noted that if they thought there was a "catch" they would simply not apply for a Pass.
"Makes it feel like a one of a million chance. Not everyone will get one."
"[The word] ‘giveaway’ makes me feel like I’m entering a contest, a sweepstakes."
"My first thought is – what’s the catch? Do I win something?"
"The word ‘giveaway’ has to go. It has to be clear that it’s free for all."
"Do I have to call to get it? Do I go to get it? Are there limited numbers? I almost wouldn’t go and get it because it makes me think I have to do some work."
"[The word] ‘giveaway’ is a killer. With three kids – I wouldn’t risk it. Might not get it."
Parks Canada – 2016 Advertising Concept Pretesting Screener – Final
Name: ________________________________________________________________
Tel. (H): ___________________________
Alt Tel.: _____________________________
Group: 1 2 3 4 5 6 7 8
Monday – December 12, 2016 (English)
Monday – December 12, 2016 (French)
Tuesday – December 13, 2016 (English)
Specification Summary
Hello, my name is _________ and I am with Corporate Research Associates, a public opinion and market research firm. We are conducting a series of small online group discussions on behalf of Parks Canada to gain feedback on a new national advertising campaign being considered. May I speak with someone in your household who is at least 18 years of age and is involved in decisions related to travel?
Please note, this information will remain completely confidential and you are free to opt out at any time. I will take approximately xx minutes. Thank you.
Gender (By Observation):
I would like to invite you to participate in a small group discussion that will be conducted over the telephone and on the Internet at ______ [insert time] on [insert date]. This conference call will be used to gather your thoughts and opinions on a new national advertising campaign being considered. You would simply log on to a secure website from your computer either from home or work and at the same time join in a group discussion via conference call. The discussion will consist of 6 to 8 people and will be very informal. It will last up to an hour and a half and you will receive $75 in appreciation for your time.
Could we please confirm the email address where we can send you the detailed conference call instructions for logging in to the group?
Record email address (and verify): ________________________________________________.
We will send you the instructions at least 1 day in advance of the group. When joining the discussion, please call in 15 minutes before the beginning of the conference call. If you arrive late, we will not be able to include you in the discussion, and will not provide you with the incentive.
As mentioned, we will be pleased to provide everyone who participates with $75, and you can choose to receive your incentive by cheque or through PayPal. Please note it takes approximately 2-3 weeks following your participation to receive an incentive by cheque and 5-7 days to receive an incentive through PayPal. If you do choose to receive your incentive through PayPal you will need to have a PayPal account.
[If required]: To learn more about PayPal or to setup a PayPal account you can visit their website at www.paypal.ca. Would you prefer to receive your incentive through PayPal or by cheque?
If incentive by PayPal:
A few days after your interview you will receive an email from Corporate Research Associates indicating that your incentive is ready. You will simply need to log in to your PayPal account and the incentive will go into your PayPal balance. Once you're logged into your account you can click "Withdraw" to view your withdrawal options.
If incentive by cheque:
Could I have the mailing address where you would like the cheque mailed to following your participation?
Mailing address:______________________________________And please confirm the spelling of your name: _______________________________________
As these are very small groups and with even one person missing, the overall success of the group may be affected, I would ask that once you have decided to attend that you make every effort to do so. If you are unable to take part in the study, please call_____ (collect) at ________as soon as possible so a replacement may be found.
Thank you for your interest in our study. We look forward to hearing your thoughts and opinions!
Attention Recruiters
Confirming
Parcs Canada – Questionnaire de prétest sur des concepts publicitaires 2016, version finale
Nom : ________________________________________________________________________
Tél. (domicile) : ___________________________ Autre tél. : _____________________________
Groupe : 4 5
Lundi – 12 décembre 2016 (français)
Sommaire des exigences
Remplir le questionnaire dans la langue du répondant [français ou anglais].
Bonjour, je m'appelle _______ et je travaille pour Corporate Research Associates, une société d'étude de marché et de sondage d'opinion publique. Nous effectuons actuellement une série de discussions en petits groupes pour le compte de Parcs Canada afin d'obtenir des commentaires sur une nouvelle campagne de publicité à l'échelle nationale actuellement à l'étude. Puis-je parler à une personne de votre foyer qui est âgée de 18 ans ou plus et qui participe aux décisions reliées au voyage?
Les renseignements demeureront strictement confidentiels et vous avez toute liberté de refuser de participer en tout temps. Je discuterai avec vous pendant environ xx minutes. Merci
Sexe (par observation) :
J'aimerais vous inviter à participer à une petite discussion de groupe qui sera tenue par téléphone et par Internet à ______ [Insérer l’heure] le [Insérer la date]. Cette conférence téléphonique nous permettra de recueillir vos commentaires et votre opinion sur une nouvelle campagne de publicité à l'échelle nationale actuellement à l'étude. Vous n'aurez qu'à ouvrir une session sur un site Web sécurisé, soit chez vous, soit au travail, puis à vous joindre à la discussion dans une conférence téléphonique en même temps. De six à huit personnes participeront à la discussion, qui sera très informelle. La discussion durera une heure et demie et vous recevrez 75 $ en guise de remerciement.
Pourriez-vous également nous confirmer votre adresse électronique afin que nous puissions vous envoyer des instructions précises sur la façon de participer à la conférence téléphonique de votre groupe?
Noter l'adresse électronique (et la vérifier) : ________________________________________________.
Nous vous enverrons les instructions au moins un jour avant la discussion. Nous vous prions de composer le numéro 15 minutes avant le début de la conférence téléphonique. Si vous êtes en retard, nous ne pourrons pas vous inclure dans la discussion ni vous verser le montant d'argent.
Comme nous vous l'avons mentionné, nous aurons le plaisir de remettre à tous les participants 75 $, que vous pourrez avoir soit par chèque, soit par PayPal. Veuillez noter que vous devrez allouer de deux à trois semaines après la participation pour recevoir un chèque et de cinq à sept jours pour recevoir le paiement par PayPal. Si vous optez pour le paiement par PayPal, vous devrez avoir un compte PayPal.
Au besoin : Pour en apprendre davantage au sujet de PayPal ou pour vous créer un compte, consultez le site Web www.paypal.ca]. Voudrez-vous recevoir cette somme par PayPal ou par chèque?
Si le répondant choisit PayPal :
Quelques jours après votre entrevue, vous recevrez un courriel de la part de Corporate Research Associates vous avisant que votre récompense en argent est prête. Vous n'aurez qu'à ouvrir votre compte PayPal afin que l'argent soit crédité à votre solde. Une fois dans votre compte, vous pourrez cliquer sur « Virer des fonds » pour voir comment vous pouvez retirer votre argent.
Si le répondant choisit chèque :
Pourrais-je avoir l'adresse postale où vous aimeriez que ce chèque soit envoyé après votre participation?
Adresse postale : ___________________________Veuillez également confirmer l'orthographe de votre nom : ________________________________
Puisqu'il s'agit de très petits groupes, le succès pourrait être compromis si une des personnes invitées manquait à l'appel. C'est pourquoi je vous demande, si vous avez décidé de participer, de faire tout votre possible pour y assister. Si vous êtes dans l'impossibilité d'être présent à la discussion, veuillez communiquer avec _____ (appel à frais virés) au ________ le plus tôt possible afin que nous puissions trouver une autre personne pour vous remplacer.
Nous vous remercions de l'intérêt que vous témoignez à notre étude. Nous avons hâte de connaître vos pensées et vos opinions.
Parks Canada – Creative Testing
Moderator's Guide – Final
Introduction: 5 minutes
National Parks and Historic Sites: 5 minutes
As you may or may not know, Parks Canada is responsible for protecting and presenting Canada's national parks, as well as its national historic sites.
Concept Testing: 45 minutes
Today I'd like to get your thoughts on an advertising campaign being considered for national parks and historic sites in Canada. The campaign includes a number of different components, including: television or video, online, and print ads you could see in a newspaper, magazine or online.
As you see this campaign, keep in mind it is currently in development. That means what you are going to see is not final. For example, I'll be showing you a video that includes only pictures, with a voice telling you what words would be heard if it was developed. You'll have to imagine what it would be like in its final form.
To begin, I'm going to show you a video concept. This would be developed to appear on TV, in theatres or online. I'll be showing you two videos – each with a slightly different approach.
Once the approach is decided, two videos will be developed for the final campaign, including one that focuses on history, and one on the outdoors. Once produced, these would each be about 30 seconds long. Again, please remember these are concepts only. The voices used are not final, but just prepared for your review. Also, the images would show as a video with music, not static pictures. Any questions?
Moderator presents one video at a time. Rotate order of concepts across groups
Before we chat about each video, I'd like you to complete an individual poll. [Show three polls on screen] Please indicate to what extent you agree or disagree with each of the following about these videos:
Overall reaction
Attention/ Target
Strengths/ Weaknesses [Moderator record on whiteboard]
If not mentioned, probe to get reactions to:
[Moderator presents second video]
Again, I'd like you to complete an individual poll about this video [Show three polls on screen]. Please indicate to what extent you agree or disagree with each of the following about these videos:
Repeat probes. Moderator shows scripts on screen.
These videos had slightly different approaches in that one talked about what you hoped to do…some day, while the other spoke of multi generations, through a child's eyes and included multiple voices
These videos would be supported by both print and online components. There are two different approaches for the campaign that I'd like to get your thoughts on:
Tagline ask for each campaign, where appropriate) – show on screen
There are a few different taglines that I'd like to get your impression of:
Call to action
Thanks and Closure
Aujourd'hui, j'aimerais connaître votre opinion sur une campagne publicitaire à l'étude pour les parcs nationaux et les lieux historiques nationaux du Canada. La campagne comprend différents éléments, dont des publicités télévisées ou vidéo, en ligne et imprimées, que vous pourriez voir dans un journal, dans un magazine ou sur le Web.
Pendant que vous regardez la campagne, gardez en tête que la campagne est en préparation. Les éléments montrés ne sont donc pas finaux. Par exemple, je vais vous montrer une vidéo qui inclut seulement des images ainsi que des voix disant les mots qui seront probablement utilisés et entendus si le concept est retenu et développé. Vous aurez à imaginer à quoi ressemblera le concept dans sa forme finale.
Pour commencer, je vais vous montrer un concept vidéo. Celui-ci pourrait être diffusé à la télévision, dans les cinémas et en ligne. Je vais vous montrer deux vidéos; l'un met l'accent sur l'histoire et l'autre sur la nature – les deux seront inclus dans la campagne. Une fois que le montage final sera fait, ces vidéos seront chacune d'une durée d'environ 30 secondes.
Encore une fois, gardez en tête qu'il s'agit de concepts seulement. Les voix ne sont pas finales; elles ne sont là que pour votre évaluation. De plus, les images défileront sous forme de vidéo avec musique dans la version finale; elles ne seront pas statiques. Avez-vous des questions?
L'animateur présente les deux vidéos. Faire la rotation de l'ordre de présentation entre les groupes
Avant de parler de ces vidéos, j'aimerais que vous répondiez à un sondage individuel. [Montrer les trois sondages à l'écran] Veuillez indiquer à quel point vous êtes en accord ou en désaccord avec chacun des énoncés concernant les vidéos.
Impression globale
Attention et cible
Points forts et points faibles (l'animateur note les réponses sur le tableau blanc)
Si ce n'est pas mentionné, poser des questions afin d'obtenir des réactions à :
L'animateur montre le texte à l'écran
Ces vidés ont une approche légèrement différente, en ce sens qu'une d'entre elle parle de ce que vous désirez faire… un bon jour, tandis que l'autre parle de l'aspect multigénérationnel, à travers les yeux d'un enfant et elle comprend plusieurs voix.
Ces vidéos seraient accompagnées de composantes imprimées et en ligne. Il y a deux approches différentes à cette campagne pour lesquelles j'aimerais vos commentaires :
L'animateur présente l'imprimé et la version en ligne pour une option (suivi de la discussion) et répète ensuite pour la seconde approche (Faire la rotation de l'ordre de présentation pour chaque groupe)
Slogan (questionner sur chaque campagne, si pertinent) – montrer à l'écran
J'aimerais obtenir vos impressions sur un nombre de slogan :
L'animateur présente la seconde option pour la campagne et répète les questions.
Et voilà, je n'ai plus de questions pour vous. Au nom de Parcs Canada, je vous remercie d'avoir participé à la discussion. Vous recevrez votre récompense au cours des deux prochaines semaines.
Print: History
Print: Outdoors
Online: Outdoors
Online: Wildlife
Imprimé : Histoire
Imprimé: Plein air
Internet : Plein air;
Internet : Faune et Flore
