The first phase of the ad campaign will reach the United States, Europe, and Asia this year. If the firm's contract is renewed for 2015, it could be worth up to $4 million, with the remaining $18 million reserved for media buys.
The firm will be developing and producing the ads for print, internet and television, and will be responsible for the drafting and coordination of public relations, advertising and social media strategies, according to Natural Resources Canada.
The Obama administration has not yet approved the Keystone XL pipeline proposal, which faces strong environmental opposition in the U.S. Domestic opposition to various proposed pipeline projects including the Northern Gateway, which would transport crude oil from Alberta to British Columbia, also remains strong.
While the ad campaign's estimated budget is $22 million, Natural Resources Canada noted that the final cost will not be made public until the government releases its 2014-2015 annual report on advertising expenses. (The Star, 1/17/2014)