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FIRST PHASE OF PROVINCE'S NEW ATTITUDE CAMPAIGN A HIT

Released on February 4, 2003

The first phase of Saskatchewan's new attitude campaign is off to a strong start according to newly released polling results.

Phase one of the Our Future is Wide Open campaign ran from November 4th, 2002 to December 10th, 2002. A public opinion poll conducted after the initial phase ended shows that the province's message is reaching residents and is having a positive impact. The province's youth, in particular, are responding favourably.

"It's gratifying to see that of the poll's youngest respondents, nearly half said that they'd learned something new about the province they call home," Industry and Resources Minister Eldon Lautermilch said. "This is a remarkable achievement for the first phase of a major new marketing campaign."

Other polling results include:

· almost 60 per cent (57.98 per cent) of Saskatchewan adults are aware of the campaign;
· nearly 70 per cent of the people polled indicated, unprompted, that the key message that they recalled was "Saskatchewan is a great place to live, work and play";
· more than a quarter (26.67 per cent) of the respondents aged 18 – 24 said the ads changed their attitudes towards Saskatchewan; and
· 20 per cent of all respondents said they learned something new about the province.

Lautermilch noted that changing people's attitudes is a lengthy and difficult process taking a major promotion effort, over a long period of time, to have a significant impact.

"Our Future is Wide Open is already achieving favourable results, only a couple months into the effort," he said. "I am confident that by the end of the three years, Saskatchewan's residents will have a more confident attitude about our province and economy. This in turn will help us raise awareness and attract business outside the province."

The campaign is part of the provincial government's ongoing commitment to improving attitudes about the province and promoting business and investment in Saskatchewan.

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For More Information, Contact:

Bob Ellis
Industry and Resources
Regina
Phone: (306)787-8277

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