Winnipeg Free Press - PRINT EDITION
Province to do own promo
'Spirited Energy', 'Start Living' flop
By: Mary Agnes Welch
28/06/2010 1:00 AM
The Selinger government has quietly spiked the Manitoba Promotion Council, the latest false step in the province's bid to better market itself following the failure of Spirited Energy.
The promotion council, set up less than two years ago after the Spirited Energy campaign fizzled, closed its doors May 30. The council's board of business leaders recommended the province's communication office take back control of all strategic marketing and the Selinger government accepted the recommendation.
"Promoting Manitoba is important and putting a brand together is important," said Jim August, head of The Forks North Portage Partnership and chairman of the promotion council's board. "The hard dollars come from province in the end, so we said, 'You are the best guys to run with it.' "
August said the promotion council's board also felt another arm's-length agency was somewhat redundant when there are many other groups -- Travel Manitoba, Economic Development Winnipeg, CentrePort Canada, the chambers of commerce -- trying to woo tourists and businesses to the province.
It's the latest setback in the NDP government's awkward attempts to rebrand the province and create a cohesive national and international marketing strategy.
Four years ago, the province and the private sector launched the much-maligned Spirited Energy campaign that was meant to jazz up Manitoba's image and entice visitors and investors to the province.
Instead, Spirted Energy became a punchline. The campaign of banners, television commercials and newspaper ads petered out within a year, especially after Manitoba's auditor general agreed to scrutinize the campaign's spending.
When criticism was heaviest, then-premier Gary Doer said repeatedly that Spirited Energy was created and championed by Manitoba business leaders through his economic advisory council. When the campaigned stalled, Doer said he would look to business leaders for the next step. That was the creation of the Manitoba Promotion Council, which had one staff member, a board of business and economic development experts and about $2 million to launch the Start Living advertising campaign touting Manitoba's quality of life to attract residents.
The NDP's cabinet communications office refused a request for an interview with Entrepreneurship, Training and Trade Minister Peter Bjornson.
But Tory MLA and trade critic Rick Borotsik said the council was destined to fail, in part because it never had the resources it needed.
He said well-planned marketing campaigns are valuable in setting the province apart, but the best economic development strategy is always job creation instead of "soft, feel-good" commercials.
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Advertising Manitoba
April 2004 -- Genesis of a large-scale branding and marketing campaign by the premier's economic advisory council, made up of Manitoba business leaders.
June 2006 -- The province launches the Spirited Energy campaign with building banners, commercials and swag. Already, it is a year behind schedule and more than $1 million over budget. The slogan is widely ridiculed.
Fall 2006 -- Amid growing criticism, the campaign goes national, with ads in big-city newspapers and on national broadcasters.
March 2007 -- The auditor general agrees to audit Spirited Energy spending, which halts all spending on the campaign.
July 2007 -- After months of wrangling, the province finally releases a box of invoices detailing how the NDP spent $3 million on Spirited Energy. The invoices are innocuous.
October 2007 -- The auditor general's report finds nothing wrong with Spirited Energy spending. But the campaign is in limbo for the next year as the premier asks his economic advisory council to decide how to move forward.
November 2008 -- The NDP creates the Manitoba Promotion Council with $280,000 in startup funds. It's initially run by the premier's economic advisory council. Shortly after, a semi-permanent board is appointed, led by The Forks' Jim August.
Spring 2009 -- The promotion council spends $1.7 million on the Start Living campaign -- newspaper and television ads designed to woo people to Manitoba by touting short commutes, recreation, and the low cost of living
February 2010 -- The promotion council buys Start Living spots during network coverage of the Vancouver Winter Olympics.
May 30, 2010 -- The Manitoba Promotion Council closes.
Republished from the Winnipeg Free Press print edition June 28, 2010 A5
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