Susan Galley (Vice President)
July 2019
Prepared for Parks Canada
Supplier name: EKOS RESEARCH ASSOCIATES INC.
Contract number: # 5P004-180878/001/CY
Contract value: $49,223.03 (incl. taxes)
Award date: December 7, 2018
Delivery date: July 11, 2019
Registration Number: POR 088-18
For more information on this report, please contact Parks Canada Agency at: information@pc.gc.ca or 1-888-773-8888.
Ce rapport est aussi disponible en français
Prepared for PARKS CANADA
Supplier name: EKOS RESEARCH ASSOCIATES INC.
July 2019
This public opinion research report presents the results of an online survey conducted by EKOS Research Associates Inc. on behalf of Parks Canada Agency. The research study was conducted with 4,095 Canadians in February and June 2019.
Cette publication est aussi disponible en français sous le titre : Évaluation de la campagne publicitaire 2019 de Parcs Canada.
This publication may be reproduced for non-commercial purposes only. Prior written permission must be obtained from Parks Canada Agency. For more information on this report, please contact Parks Canada Agency at information@pc.gc.ca or at:
Parks Canada Agency
30 Victoria Street, 2nd Floor
Gatineau, QC J8X 0B3
Catalogue Number:
R62-559/2019E-PDF
International Standard Book Number (ISBN):
978-0-660-32562-0
Related publications (registration number: POR 088-18):
Catalogue Number ISBN R62-559/2019E-PDF
ISBN 978-0-660-32562-0
© Her Majesty the Queen in Right of Canada, as represented by the Parks Canada Agency, 2019
Contact: Susan Galley
Ottawa Office
359 Kent Street, Suite 300
Ottawa, Ontario
K2P 0R6
Tel: (613) 235 7215
Fax: (613) 235 8498
E-mail: pobox@ekos.com
Parks Canada Agency (PCA) protects and presents nationally significant examples of Canada’s natural and cultural heritage and fosters public understanding, appreciation and enjoyment to ensure the ecological and commemorative integrity of these places for present and future generations.
Parks Canada launched a new and innovate advertising campaign (450 000 km2 of memories) that has been in market for two years (January 2018 to June 2019). The campaign aims to encourage Canadians to discover their national parks, national marine conservation areas and national historic sites, as well as to connect with nature and help in the protection of these places. This campaign was deployed on a variety of media including television, billboards, social media and other digital platforms.
In Spring 2019, the next wave of the campaign was launched emphasizing the importance of conservation while informing Canadians of the countless memories that await from coast to coast to coast.
As the Parks Canada 2019 National Tourism Campaign exceeds $1,000,000, public opinion research is required by Treasury Board using the Advertising Campaign Evaluation Tool, with additional validating and benchmarking questions following the ACET instrument. Data collection to evaluate the campaign supports the Government of Canada’s goal of effectively gauging Canadians’ awareness and knowledge of specific 2019 initiatives, and determining the effectiveness of the campaign.
Specifically, the purpose of the quantitative post-testing is to evaluate the effectiveness of Parks Canada’s national tourism advertising campaign employing the Government of Canada ACET and to gauge:
Information obtained through this public opinion research allows Parks Canada to determine the impact of its advertising campaign and can be used to inform the Parks Canada marketing team on areas where the campaign can be adjusted in future iterations. The findings provide useful information to improve future campaigns which are better targeted, more informative and better geared to the target population and Canadians at large.
Two bilingual, national online surveys were conducted: one as a baseline, in advance of the campaign, and one at the end of the campaign to measure change in awareness and intent to visit over time, to assess impact of the campaign. The baseline included of 2,020 Canadians 18 years of age or older, while the post-campaign sample included 2,075 Canadians, also 18 years of age or older. Each survey instrument included the Advertising Campaign Evaluation Tool questions used by the Government of Canada in all of its advertising evaluation research, along with additional questions testing impact on perceptions and behaviour targeted through the campaign. Each sample included randomly selected respondents from all provinces and territories. In addition to a minimum number of cases to be completed with residents in each region, a minimum number of completed cases was also established for each of the three largest Census Metropolitan Areas (CMAs) in each of the two surveys: Toronto (250), Montreal (250) and Vancouver (125-150). Beyond these three CMA’s, each sample was also intended to include minimum numbers in the following CMAs: Calgary (75-100); Edmonton (75-100); Winnipeg (50-75); Ottawa-Gatineau (50-75); and Halifax (50).
Each survey sample relied on EKOS’ Probit panel, which is assembled using a random digit dial process for sampling from a blended landline cell-phone frame, and provides full coverage of Canadians with telephone access. The distribution of the recruitment process is meant to mirror the actual population in Canada (as defined by Statistics Canada). As such, our more than 90,000 member panel can be considered representative of the general public in Canada (meaning that the incidence of a given target population within our panel very closely resembles the public at large) and margins of error can be applied.
I hereby certify as Senior Officer of EKOS Research Associates Inc. 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, standings with the electorate, or ratings of the performance of a political party or its leaders.
Signed by:
Susan Galley (Vice President)
July 2019