Prepared for Parks Canada
Supplier name: Advanis
Contract number: CW2237374
Contract value: $54,785.58 (tax included)
Award date: August 10, 2022
Delivery date: August 9, 2023
Registration number: POR 022-22
For more information on this report, please contact Parks Canada at: information@pc.gc.ca
Ce rapport est aussi disponible en français.
Prepared for Parks Canada
Supplier name: Advanis
August 2023
This report presents the methodological details for the Parks Canada Advertising Campaign Evaluation (ACET) 2023 conducted by Advanis Inc. on behalf of Parks Canada. This study was completed from January 5 to January 31, 2023, in the form of a pre-campaign survey and from June 13 to July 10, 2023, in the form of a post-campaign survey. Both waves were conducted using Advanis’ General Population Representative Sample (GPRS) sample. Advanis sought a probability-based sample of 2,000 Canadian adults aged 18 or older drawn from the general population.
This publication may be reproduced for non-commercial purposes only. Prior written permission must be obtained from Parks Canada. For more information on this report, please contact Parks Canada at:
1-877-773-8888 or information@pc.gc.ca
Parks Canada
30 Victoria Street
Gatineau, Québec J8X 0B3
Catalogue Number:
R62-583/2023E-PDF
International Standard Book Number (ISBN):
978-0-660-48906-3
Ce rapport est aussi disponible en français sous le titre : Évaluation des campagnes publicitaires (OEPC) de Parcs Canada 2023.
Catalogue Number:
R62-583/2023F-PDF
International Standard Book Number (ISBN):
978-0-660-48907-0
© His Majesty the King in right of Canada, as represented by the Minister of the Environment and Climate Change and the Minister responsible for Parks Canada, 2023
Parks Canada protects and presents nationally significant examples of Canada’s natural and cultural heritage on behalf of the people of Canada, and fosters public understanding, appreciation and enjoyment in ways that ensure the ecological and commemorative integrity of these places for present and future generations.
Parks Canada launched a national advertising campaign that aired on a variety of platforms in the winter and spring of 2023 including traditional television, digital and streaming television, social media platforms, search engine marketing and billboards. Each platform was in market at different times, but as a whole the campaign was in market between February 2023 and June 2023. The campaign was focused on promoting visiting national parks and national historic sites and was linked to promoting the recovery of Canada’s tourism industry.
As a result, and as per Government of Canada requirements, all advertising campaigns valued at least $1M are required to undertake an evaluation using the Advertising and Communication Evaluation Tool (ACET) via a pre (or baseline) and post evaluation survey. The purpose of this quantitative study is to collect feedback from Canadians in order to:
The results of this study will assess whether the campaign met its objectives and to inform future Parks Canada advertising campaigns.
This study was completed from January 5 to January 31, 2023, in the form of a pre-campaign or ‘pre-wave’ survey through the use of Advanis’ General Population Representative Sample (GPRS) sample. The post-campaign or ‘post-wave’ survey was conducted from June 13 to July 10, 2023. A consistent set of questions is used in both surveys to compare across the timeframe in which the advertising campaign enters and leaves the public domain.
For both waves, Advanis sought a probability-based sample of 2,000 Canadian adults aged 18 or older drawn from the general population. Participants were invited via email or SMS to take part in a Web survey. The study was drawn from a random sample and can be extrapolated to the broader population only on a national level.
Questions within the survey further filtered out responses from anyone under the age of 18, those who did not live in Canada, and anyone working for organizations that would not qualify to participate (e.g., a market research firm). A total of 4,117 adult Canadians participated in the study. For the aided recall evaluation, three different versions of the video creatives could be viewed. There were two 15 second videos and one 30 second video.
The contract value for this study was $54,785.58 (tax included).
I hereby certify as Senior Officer of Advanis that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Policy on Communications and Federal Identity and the Directive on the Management of Communications.
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:
Nicolas Toutant, Vice-President, Research and Evaluation
Advanis Inc.