The federal government wants to update its brand image in order to resonate more strongly with 21st Century consumers who are “bombarded with a high volume of information,” and is seeking an agency partner to help it develop an “inspiring and unifying” brand.
In an RFP posted on the contracting bulletin board MERX, Public Works and Government Services Canada said its objective is to develop a “whole of government” approach to marketing in order to increase the resonance and recall of messages and information on its myriad programs, services and initiatives.
While the federal government said it has previously relied on its official identifying symbols and creative developed for individual advertisements to best resonate with the public, the RFP said that pre and post-campaign research suggests this is no longer the most effective tactic.
While the familiar “Canada” wordmark will be retained because of its “broad audience recognition,” the government requires the winning agency to supply it with “fresh, dynamic [and] inspiring” graphic elements for use in TV, print, radio, out-of-home and web advertising. These elements will include, but not be limited to:
• Voiceovers
• Sound bugs
• Music
• Colour schemes
• Taglines
• Visual icons
The current visual and audio applications of the Federal Government’s corporate identity were established in 1989 and have remained largely unchanged with the exception of an animation added to the “Canada” wordmark – a slight ripple in the Canadian flag – in 2008.
“In the context of new technologies, where audiences are bombarded with a high volume of information, and based on findings from advertising pre- and post campaigns research, it has become evident that there is a need to refresh how the Government of Canada applies its corporate identity to paid advertising,” said the RFP.
The closing date for submissions is Sept. 6. Price will account for 20% of the winning submission, with technical merit accounting for the remaining 80%.
