Alberta is releasing another series of advertisements in U.S. publications aimed at convincing Americans that approving the Keystone XL pipeline would benefit both sides of the border.
The advertisements, which carry a $77,000-price tag, are being rolled out in the Washington Post and news websites this week as Premier Alison Redford returns to Capitol Hill to pitch power brokers on the value of the controversial oil pipeline.
“These ads are targeted at key decision-makers in the Washington area,” said Neala Barton, press secretary for Redford.
“We want them to know about the province’s strong environmental record and the huge potential for energy security and job creation that the pipeline would bring.”
The quarter-page Post ad, titled “Keystone XL: The Choice of Reason,” appeals to American patriotism, middle-class prosperity and neighbourly goodwill.
It’s almost identical to one that ran in a Sunday edition of the New York Times newspaper last month.
“America’s desire to effectively balance strong environmental policy, clean technology development, energy security and plentiful job opportunities for the middle class and returning war veterans mirrors that of the people of Alberta,” reads an advanced copy of the April 9 advertisement.
“This is why choosing to approve Keystone XL and oil from a neighbour, ally, friend, and responsible energy developer is the choice of reason.”
Barton noted new online ads, which are slated to run on political news sites — such as National Journal, Politico and Roll Call — will contribute to reaching an audience of more than 1.5 million people.
The ads tout industry restrictions on greenhouse gas emissions, government funding for clean technology projects and vast stretches of protected land in Alberta’s oilsands.
“Blessed with natural resource. And a conscience,” read all three versions of the online ads.
Chris Sands, a senior fellow at the Hudson Institute think-tank, expressed skepticism and characterized the Tory government’s sales pitch as a “teardrop in an ocean of political communication.”
“We’re bombarded by political ads from everybody all the time,” Sands said, in an interview from Washington.
“They just sort of wash over you.”
If approved, the pipeline would transport 830,000 barrels a day of Alberta oilsands bitumen through many states to the world’s largest refineries on the U.S. Gulf Coast.
Calgary-based TransCanada PipeLines Ltd., the company behind the 1,800-kilometre oil pipeline, has faced fierce opposition from environmentalists and their supporters. Opponents say it’s fostering new fossil fuel consumption from the oilsands, which they believe is dirty oil with high greenhouse gas emissions.
The U.S. Senate has previously backed construction on the pipeline, but a final decision must come from U.S. President Barack Obama, who has twice rejected the $7-billion project.
Sands questioned the Redford government’s decision to keep Keystone XL in the news when a likely favourable ruling on its fate is expected in coming weeks. It could, he warned, stir up pre-presidential election debates that pit environmentalists against pipeline proponents who say it’ll boost a sagging economy.
“If we go back to the rhetoric of that period it’s going to be harder for the president to make a low-key decision to move forward,” said Sands, an expert on Canada-U.S. business and economic relations.
“There’s a chance, not a guarantee, that would be one of the effects of advertising that way at this time.”
On Monday, Redford begins her three-day trip in Washington. It’s her second trip to the U.S capital in two months.
NDP Leader Brian Mason contended the Tory government should step up its environmental performance instead of trying to “convince the Americans that everything is rosy.”
While the ad boasts Alberta “was the first place in North America to legally require all large industry to curb greenhouse gas emissions,” Mason pointed to the Tory government’s acknowledgment it’s not close to meeting targets for reducing carbon emissions.
The province committed to slashing emissions by 50 megatonnes a year by 2020 but has averaged about 10 per cent of that since 2007.
“It’s extremely misleading if not false in describing Alberta’s environmental record,” Mason said of the New York Times advertisement.
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