Assessment of Parks Canada's 2019 advertisement campaign : methodology report / prepared for Parks Canada [by] Ekos Research Associates Inc.: R62-559/2019E-PDF

"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"--Background, page vii.

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publications.gc.ca/pub?id=9.879017&sl=0

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