Aggressively advocating for Canada’senergy industry across Canada and around the world Update | August 2023
Photo Courtesy Coastal GasLink
Canadian Energy Centre
Research
Marketing
Editorial Content
Graphics
Video
Social Media
Advocacy
Our Reach
WebsiteVisitors
• 54%fromOntario, B.C.and Quebec
• 30%from Albertaand Saskatchewan
• 6% fromUSA
• 2%fromEuropeanUnionandUnited Kingdom
Source: CanadianEnergyCentre.ca audience, Jan. - Jul. 2023
Marketing and Events
Canada's oil and gas industry is a globalleader in responsibledevelopment,innovation and commitmentto emissionreduction.But we need to tell the world.
CEC conductsmarketing campaigns during events in Canada, the U.S. and internationally. In 2022and 2023,this included:
o G7 Summit, Germany
o New YorkClimate Week
o International EnergySummit,UK
o COP27,Egypt
o CFLSponsorship
o CERAWeek,TX
o IndiaEnergy Week
Marketing/Canada
Forfartoo long, the debateoverCanada's energyindustry has been one-sidedand overwhelminglynegative. Our'MadetheCanadian Way' national campaignisaboutpromoting anddefendingCanada'sworldclassoiland gasindustry.
The campaignhas beenseen72 million times onTVand over37 million times onlinesince June 2022.
Website:MadeTheCanadianWay.ca
your oil & gas came with a label, what would you learn? Based on analysis by BMO Capital Markets, CEC created a visual “label” to compare the environmental, socialand governance (ESG) performance of the world’s top 10 oil reserve holding countries.
If
Marketing/Canada
Marketing/UnitedStates
Since Russia'sinvasion of Ukraine, energy securityhas becomeoneof the world'stop issues.The United States is Canada'slargest partner,b it gets abouthalf its oil imports fromcountriesotherthanCanada.
Our ‘Canada is the Solution’ U.S. campaignhas had nearly 200million newspaperimpressionsand over675million digitalimpressions sinceMarch 2022.
Website:CanadaIsTheSolution.com
Marketing/UnitedStates
Marketing/Europe
Europewants to breakits reliance on Russianenergy.Canada is the solution. Wecan help provideenergy securityandclimateaction.
CEC’sfirstcampaignin EuropetargetedBerlin,Hamburg, Glasgow, London,Manchester and Dublin with digital and print ads.
Website:LookToCanada.com
Marketing/Europe
• Weasked Europeansif they would prioritize importing oiland naturalgasfromCanadaoverothercountries.
• Baseline polling indicated40% ofrespondentsin the UK, Ireland,and Germany would prioritize importing Canadian oil and natural gas.
• Post-campaignresearchshowed 61% ofthose who saw a CEC ad indicated supportforCanadaasa top oiland naturalgasimport. That's an increaseof 21%.
• Unique to the Europeancampaignwas its effectivenesswith younger audiences.
• Forexample,the highestlevelof supportin Germanywas people35 andunder.
• The CEC'sads positively shifted European perceptionsofthe Canadian oil and natural gas industry.
Graphics
CEChas publishedmorethan900 graphicssince 2019. Thesegraphicshave beenshared hundredsof thousands of times.
Inadditionto being shareable acrossall majorsocialmediaplatforms,graphics are alsoavailable onthe comprehensive CEC MediaGallery.
Videos
CEChas publishedmorethan130videos since 2019.
CEC'svideoshave beenshared hundredsof thousandsoftimes.In additionto being shareableacrossall major socialmedia platforms,they also available onthe
AsianLNG Demand is Rising Fast
TMX and Indigenous Communities
LNG Exports by Country True or False: LNG
Tourmaline’s Natural Gas Odyssey
Carbon Capture and Storage
‘Explainer’ Video Series
IncreasingenergyliteracyaboutCanada's world-classoil and gas industry is a key focusforthe CEC.
Videosin our 'Explainer'series,inboth Englishand French, have beenviewed morethan20 million times.
Natural Gas
Liquefied
Indigenous Opportunity
Commitment to Emissions Reduction
Cleantech Innovation
‘In Our Lives’ Video Series
Peoplearound the world use productsmadefrom oiland gas dozens, if nothundreds,oftimesa day.
Our 'InOur Lives'video seriesis key to increasing understandingofthe
Family Energy Waking Up With Energy Urban Energy
Research
Everythingthe CECdoesisbuilt on a solidfoundationof research.
Tothat end,CEC has publishedmorethan 110researchBriefs and FactSheetscompilingoiland gas data and analysis that is nototherwisereadilyavailabletothegeneralpublic.
Editorial Content
The CEC'seditorialcontenttells the fact-based storyofthe benefitsof Canada's oil and gas industrythat doesn’tgettold in mainstreammedia. This content is read and shared tensof thousands of times everymonth.
Since 2019,CEChas publishedmorethan400 news and feature articles,featuring:
• Global EnergyContext
• IndigenousOpportunity
• Environmental Progress
• CleantechInnovation
• EconomicValue
• 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.
Social Media
The effective,strategicuse of socialmediais a key elementof the CEC'ssuccess.By sharing, liking, tweeting, and re-tweeting our content,the CEC'Smorethan100,000 highly-engagedfollowersensurethe positive,fact-based storyof Canada's oil and gas industry is being told around the world. Here’s a snapshotof how engagedour socialmediacommunitywas in the firstquarter of 2023:
Reach: 3.8 million
Reach: 10.3 million
Impressions: 950,000
Reach: 250,000
Views: 41.3million
Advocacy
Groupsopposedto the developmentof Canada's oil and gas resourceshave a disproportionatelyloud voice.CEC gives supportiveCanadians a chance heard.
CEC has launched 35 publicadvocacy campaignssince2019with tens thousandsofCanadians participating sendingemails and signing pledges supportof Canadian energy.
Photo Courtesy Trans Mountain Corporation