Canadian Energy Centre Update

Update | November 2023

AGGRESSIVELY ADVOCATING FOR CANADA’S ENERGY INDUSTRY ACROSS CANADA AND AROUND THE WORLD

PHOTO COURTESY ENBRIDGE

Research Marketing Editorial Content SPREADING THE MESSAGE ACROSS CANADA AND AROUND THE WORLD

Graphics Video Social Media

Canada is the Solution is improving global energy security while helping reduce emissions.

CANADIANENERGYCENTRE.CA

Advocacy

Website Visitors

SOURCE: CANADIANENERGYCENTRE.CA AUDIENCE, JULY – NOVEMBER 2023

56%

31%

Ontario, B.C. and Quebec

Alberta and Saskatchewan

5%

2%

United States of America

European Union and United Kingdom

Canada’s oil and gas industry is a GLOBAL LEADER in responsible development, innovation and commitment to emission reduction. But WE NEED TO TELL THE WORLD.

Marketing and Events

CEC conducts marketing campaigns during events in Canada, the U.S. and internationally.

In 2022 and 2023, this included: • G7 Summit, Germany • New York Climate Week • International Energy Summit, UK • COP27, Egypt • CFL Sponsorship • CERAWeek, TX • India Energy Week • World Petroleum Congress, Calgary

Marketing / Canada

For far too long, the debate over Canada’s energy industry has been one-sided and overwhelmingly negative.

Our ‘Made the Canadian Way’ national campaign is about promoting and defending Canada’s world-class oil and gas industry.

The campaign has been seen 72 MILLION TIMES on TV and OVER 37 MILLION TIMES online since June 2022.

IF YOUR OIL & GAS CAME WITH A LABEL, WHAT WOULD YOU LEARN?

MADETHECANADIANWAY.CA

Marketing / Canada Pre-campaign research showed that sentiment in Canada regarding pipelines and oil and gas was on the DECLINE. The goal of the CEC’s Canadian campaign was to INCREASE SUPPORT for our oil and gas industry.

The target markets were ONTARIO, B.C. and QUEBEC. Pre- and post-campaign research was conducted.

61% of the people who saw the ads said they supported Canada’s oil and gas industry – UP FROM 47%.

That’s a 14-POINT SHIFT in positive sentiment.

Since Russia’s invasion of Ukraine, energy security has become one of the world’s top issues. The United States is Canada’s largest partner, but it gets about half its oil imports from countries other than Canada.

Marketing / United States

CANADAISTHESOLUTION.COM

Our ‘Canada is the Solution’ U.S. campaign has had nearly 200 MILLION newspaper impressions and over 675 MILLION digital impressions since March 2022.

Marketing / United States In the U.S., research was done to measure sentiment around the statement: “CANADA SHOULD BE OUR PREFERRED SUPPLIER OF OIL AND NATURAL GAS TO MEET ANY SHORTFALL IN AMERICA’S ENERGY NEEDS.” The CEC’s U.S. campaign has so far shifted sentiment positively by 20 POINTS – from 65% TO 85%.

Additionally, those who saw one of the CEC’s ads were significantly more likely to STRONGLY AGREE (41% VS 24%) with the statement.

LOOKTOCANADA.COM

Marketing / Europe

Europe wants to break its reliance on Russian energy. Canada is the solution. We can help provide ENERGY SECURITY AND CLIMATE ACTION. CEC’s first campaign in Europe targeted Berlin, Hamburg, Glasgow, London, Manchester and Dublin with digital and print ads.

Marketing / Europe We asked Europeans if they would PRIORITIZE IMPORTING OIL AND NATURAL GAS FROM CANADA over other countries.

Baseline polling indicated 40% of respondents in the UK, Ireland, and Germany would prioritize importing Canadian oil and natural gas.

Post-campaign research showed 61% of those who saw a CEC ad indicated SUPPORT FOR CANADA as a top oil and gas import. That’s an INCREASE OF 21%.

Unique to the European campaign was its effectiveness with younger audiences.

For example, the highest level of support in Germany was PEOPLE 35 AND UNDER. The CEC’s ads POSITIVELY SHIFTED EUROPEAN PERCEPTIONS of the Canadian oil and natural gas industry.

CEC has published MORE THAN 1,100 graphics since 2019.

Graphics

These graphics have been shared HUNDREDS OF THOUSANDS OF TIMES. In addition to being shareable across all major social media platforms, graphics are also available on the comprehensive CEC MEDIA GALLERY.

CEC’s videos have been shared HUNDREDS OF THOUSANDS OF TIMES. CEC has published MORE THAN 150 VIDEOS since 2019.

Videos

In addition to being shareable across all major social media platforms, they are also available on the comprehensive CEC MEDIA GALLERY.

Explainer Video Series Increasing ENERGY LITERACY about Canada’s world-class oil and gas industry is a key focus for the CEC. Videos in our ‘Explainer’ series, in both English and French, have been viewed MORE THAN 29 MILLION TIMES.

In Our Lives Video Series People around the world use products made from oil and gas DOZENS, IF NOT HUNDREDS, of times a day.

Our ‘In Our Lives’ video series is key to increasing understanding of the industry’s relevance in modern society. These videos have been viewed close to 10 MILLION TIMES.

Everything the CEC does is built on a SOLID FOUNDATION OF RESEARCH.

Research

To that end, CEC has published more than 120 RESEARCH BRIEFS AND FACT SHEETS compiling oil and gas data and analysis that is not otherwise readily available to the general public.

Editorial Content The CEC’s editorial content tells the FACT-BASED STORY of the benefits of Canada’s oil and gas industry that doesn’t get told in mainstream media. This content is read and shared TENS OF THOUSANDS OF TIMES every month.

Since 2019, CEC has published MORE THAN 500 news and feature articles, covering: • Global Energy Context • Indigenous Opportunity • Environmental Progress • Cleantech Innovation • Economic Value • Debunking Misinformation

A Matter of Fact CORRECTING MISINFORMATION is a cornerstone of the CEC’s mandate.

Since 2019, CEC has published MORE THAN 75 ARTICLES directly pushing back on misleading information about Canada’s oil and gas industry.

REACH:

10.7 million

IMPRESSIONS:

1.3 million

VIEWS:

60.2 million

REACH:

18.9 million

REACH:

320,000

Social Media The effective, strategic use of social media is a KEY ELEMENT of the CEC’s success.

By sharing, liking, tweeting, and retweeting our content, the CEC’s MORE THAN 100,000 HIGHLY ENGAGED FOLLOWERS ensure the positive, fact-based story of Canada’s oil and gas industry is being told around the world.

Statistics from: Jan-Nov 2023

Advocacy

Groups opposed to the development of Canada’s oil and gas resources have a disproportionately loud voice. CEC advocacy gives supportive Canadians A CHANCE TO BE HEARD. CEC has launched 35 PUBLIC ADVOCACY CAMPAIGNS since 2019 with TENS OF THOUSANDS of Canadians participating by sending emails and signing pledges in support of Canadian energy.

PHOTO COURTESY ENBRIDGE