Revenue Québec is set to spend $4.5 million over the next two years on a brand awareness campaign by Sid Lee.
Sid Lee won the account after a review late last year. Six ad agencies responded to Revenue Québec’s tender offer. According to Stéphane Dion, public relations director and spokesman for the provincial agency, Sid Lee was chosen “because they understood and responded to our objectives. In addition, their work was extremely creative and original.”
The assignment includes a media mix of two TV spots, billboards, and online media. Parts of the campaign will begin appearing over the next few weeks.
One element Sid Lee has already completed is a new visual identity, including a revamped logo reflecting the organizational shift. The budget for the visual redesign was $20,000.
“The new look is more modern and has a more human touch,” noted Dion.
Revenue Québec will be actively marketing over the next two years to help Quebecers understand and comply with regulations pertaining to tax-related issues. About 75% of the budget is allocated to media buying.
François Lacoursière, vice-president and senior partner at Sid Lee, said, “We’re very glad to be part of this project. One of [Revenue Quebec’s] objectives is to ensure fairness in our society. Everything depends on people doing what they’re supposed to do in terms of complying with the tax law.”
