BRIEFING NOTE Deputy Minister of Energy Peter Watson Is Ethical Oil is a best brand name for marketing oilsands?

ISSUE Will new brand name of oilsands Ethical oil takeover its current name of dirty oil? Would comparing ethics of Canadian oilsands to the other oil producing companies is a better marketing strategy for Albertan government? Will Canadians ever understand oilsands is a boon rather than a curse? All these questions are tied together. RECOMMENDATION Albertan government needs to educate common people regarding oilsands. Government shall invest in campaigns for oilsands highlighting the facts & figure and put those in perspective for common people. Government has to ensure these facts and figures are unbiased, from a 3rd party which is independent and separate from oilsands industry and environmentalist groups. KEY MESSAGES Government needs to change the mindset of Canadians. Albertan government needs to make common people realize that it is for the interest of all to extract oil from the dirt and further develop this energy source in the environmental responsible and sustainable method. OPTIONS (if applicable) Government has 3 options for promoting oilsands: -Do nothing, stay quiet and let the brand dirty oil persists. This is not really the option since it will not resolve the issue -Publicize oilsands by brand name Ethical oil by comparing itself with other oil producing companies i.e. criticize Saudis oil because Saudi women doesnt have same freedom as Saudi men do. What is the relationship of Saudis women freedom with oilsands? This is not the best option since government is not addressing the oilsands issue. It should focus on stressing the positives of oilsands. Hence branding the oilsands with ethical issue is not the best marketing strategy. - Advertise Albertas strict environmental regulations, ways of monitoring emissions, reclaimed mined areas, industry supporting aboriginal communities etc. Government should modify and move towards even stringent policies, procedures and create strict measures for the oilsands companies. These are the major features which should be marketed. This will instill confidence and trust among people for the oilsands industry. Moreover, advertise that Alberta is world leader when it comes to setting the bar for environmental regulations. This is a long term solution. CURRENT STATUS (if applicable) Existing marketing strategy (if any) is not working very well. Currently Keystone XL project is facing a lot of criticism from many environmentalists. Common people are worried about this project will further accelerate oilsands projects and hence it will enhance the environmental impact. BACKGROUND -Oilsands reminds world those ugly pictures of mine shot by national geographic. -In last decade environmentalist started their major campaign against oilsands -In the past, government was virtually inactive in promoting oilsands and its importance for Canadians.
OTHER INFORMATION AR Number : 1278568 Department & Division : MBA, NREE Contact: 780-748-0322 Date Created: September 29, 2011 Date Revised: September 30, 2011