Released on July 24, 2003
Saskatchewan's Our Future is Wide Open campaign is attracting the attention of business people across the country and improving their attitudes toward doing business in the province, according to a national poll released today.In June 2003, Saskatchewan-based Insightrix Research Firm surveyed 1,639 business people in British Columbia, Alberta, Ontario and Saskatchewan on their awareness of Our Future is Wide Open advertising and the impact on their attitude about doing business in Saskatchewan.
The survey results show 43 per cent of the business people surveyed remembered hearing or seeing advertising promoting doing business in Saskatchewan. About 38 per cent of that figure – who were not from Saskatchewan – said they would be more likely to consider doing business in Saskatchewan as a result.
"These results prove that Our Future is Wide Open is turning heads across Canada," Industry and Resources Minister Eric Cline said. "Business people are noticing the advertising and have increased their awareness of the business opportunities our province presents as a result."
By province, 62 per cent of respondents in Ontario felt more positive about Saskatchewan after viewing the advertising, compared to 54 per cent in British Columbia, and 50 per cent in Alberta. Twenty-three per cent said the advertising taught them something new about the province.
"These results show the campaign is improving attitudes toward Saskatchewan across the country much as it has helped improve attitudes inside our borders," Cline said.
In-province polling conducted in December 2002 after the initial campaign launch found 58 per cent of people surveyed recalled seeing the advertising and 20 per cent of them had learned something new as a result. A report from a national research firm confirmed these results are above industry norms for similar types of awareness campaigns.
The June omnibus polling also released today shows that the campaign is still working well inside the province. Even though the in-province ad campaign was not active when the polling took place, 40 per cent of those polled recalled the ads. In addition, 79 per cent of those who recalled the ads said they made them feel better about living in Saskatchewan.
The same omnibus polling found that 89 per cent of Saskatchewan people believe Saskatchewan is a great place to live, work and do business, compared to 83 per cent in September 2002 before the campaign was launched.
The Insightrix survey targeted senior-level business people in key provinces, including 400 from Ontario, 412 from Alberta, 403 from British Columbia and 424 from Saskatchewan. The survey also targeted business people in the key economic sectors of manufacturing, oil and gas, mining, forestry, agri-value, advanced technology, and financial services. Eighty-two per cent of respondents do business outside of their own province, and 66 per cent have more than 20 employees in their company.
In January 2003, Industry and Resources launched the out-of-province component of the Our Future is Wide Open campaign including advertising in national newspapers and business television networks. Spending from November 2002 to July 2003 is expected to be $4.3 million – with almost half of that ($2 million) spent out of province.
For a copy of the national polling on the Future is Wide Open campaign visit our Web Site at www.executive.gov.sk.ca/polling.htm
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For More Information, Contact:
| Debbie Wilkie Industry and Resources Regina Phone: (306) 787-8277 |