City’s gas giveaway fuels CO2 debate
Ottawa 2017’s Montreal marketing stunt raises eyebrows during council meeting
Ottawa 2017 party planners were giving away free gas in Montreal on Tuesday as politicians back home questioned whether the City of Ottawa is doing enough to fight climate change.
Guy Laflamme, executive director of Ottawa 2017, said the marketing stunt was designed as a message to Montrealers that Ottawa is only two hours away and they only need a tank of gas to visit the capital. He estimated $5,000 to $6,000 worth of gas would be bought for 150 motorists.
“I assure you this is paid out of the sponsorship money that we got from the private sector,” Laflamme said from Montreal during the gas giveaway. “Already, just in terms of interviews we were able to secure with Montreal media, we are getting three, four times the amount of money we have invested on this, and we expect way more media coverage, plus having generated hundreds of people who will be advocates of Ottawa 2017.”
The value of free advertising for Ottawa 2017 generated through news coverage will be “way beyond” the money spent on gas, he added.
The line for free gas was four blocks deep, Laflamme said.
At exactly the same time back at Ottawa City Hall, council’s environment committee was trying to chart a course for the city’s climate change strategy, with some councillors and public delegates wondering if the city is doing enough to reduce greenhouse gases.
Somerset Coun. Catherine McKenney, a member of the environment committee, couldn’t believe what she was reading on her cellphone as she left the meeting.
“How about 150 free bikes instead?” McKenney quipped.
The environment committee received an update on the city’s renewable-energy strategy called Energy Evolution.
The city’s goal is to reduce greenhouse gases produced within its boundaries and pursue a new longterm reduction target of 80 per cent below 2012 levels by 2050. A big report on the initiative is scheduled for the last quarter of 2017.
Alta Vista Coun. Jean Cloutier, an Ottawa 2017 co-chair who also sits on the environment committee, didn’t know about the gas stunt when asked about it after the committee meeting.
Montreal is part of the core group of areas where Ottawa 2017 is focusing marketing strategies, Cloutier said.
“I think overall making sure we are as efficient and effective as possible that we honour and continue to push all our partners in the air quality and climate change plan is the focus of the city,” Cloutier said. “An effort to heighten awareness of Ottawa 2017 in a particular way or another, I don’t think impacts it at all. I understand the question. Again, I didn’t know about this (gas giveaway) effort today.”
Laflamme said there can be a balance struck between this kind of marketing initiative and environmental programs. “We still need to drive our vehicles,” he said.
“We have to be as environmentally conscious as possible in minimizing our travel time, but again, it’s not as if we will stop driving our vehicles overnight. I think with the
We will promote and encourage sound environmental practices and policies.
energy efficiency of vehicles, hybrid vehicles, we’re having less of a carbon footprint. We will also be showcasing exemplary environmental practices during our events.”
Laflamme said 2017 events will have recycling stations, bike parking and will encourage people to use public transit.
“We will promote and encourage sound environmental practices and policies,” he said.