Opposition growing towards Northern Gateway pipeline
Posted December 12, 2012 12:06 pm.
This article is more than 5 years old.
VANCOUVER (NEWS1130) – All the publicity money can buy doesn’t seem to be helping Enbridge sell you on the Northern Gateway pipeline.
A new survey finds opposition to the project is growing, despite an aggressive ad campaign.
The spots claim Northern Gateway is “more than a pipeline, it’s path to our future.” A Forum Research poll done for the Gitga’at First Nation finds most people disagree.
It suggests 60 per cent of British Columbians oppose the project, up eight per cent from the Spring, and up 14 per cent from last December.
One expert feels the Enbridge campaign was a fiasco from the get-go. “Look, when you’re dealing with these kinds of things in marketing you get one try,” says SFU Marketing Professor Lindsay Meredith. “If you miss, you muddy the water [and] you can’t go back very easily and patch things up.”
Meredith uses the Enbridge campaign as a classroom example to show his students what not to do.
“This is what happens when you design a single marketing plan and you think you’ve got it all in the bag. Big error. What you have to do is develop multiple marketing plans for what we call multiple stakeholders,” he explains.
Only 14 per cent admit their view of the $5.5 billion pipeline improved upon seeing the advertisements.
