I want to highlight a website that is currently for sale and why it’s such a good buy.
It has been a particularly troubling winter and spring for the heavy oil industry. Bulk crude prices have dropped significantly, the environmental impacts of producing heavy crude oil have been prominent in North American media, culminating in a large pictorial spread in a recent National Geographic issue.
Clearly what is needed is a major rebranding effort to recharge a demoralized industry that is clearly incapable of matching a well organized environmental campaign intent on shutting down all heavy crude production.
Even former Premier of Alberta, The Honourable E. Peter Lougheed, was recently interviewed by Peter Mansbridge on the CBC and had this to say on the “name game”. Mansbridge- One on One.
Mansbridge: “… some people calling it the energy sands… What difference does it make?”
Lougheed: “I think it makes a difference in the perspective of everybody involved. As Tar Sands gives you an impression that the focus is on a dirty operation, and they have to clean it up. While oil sands is the end product and that’s what your trying to produce. So I started … with putting the focus here on Alberta and in Canada on the Oil Sands and generally speaking, with the exception of the last few months, we’ve been successful in a public communication that is the Alberta Oil Sands.”
The crucial point is that the phrases “oilsands” and “tarsands” have irrevocably been linked to environmental destruction in the minds of North American consumers, the media and political leaders from all parties.
Now it is time to rebrand and refocus the public communications strategy on a name that isn’t tarnished with the “dirty oil” brush.
Energy Sands fits that bill.
- Focuses on the real end product – energy.
- The word energy is often associated with the phrase “Clean Energy”.
- The phrase is memorable and has no current negative connotations.
- This phrase is currently available for purchase in multiple domain extensions to protect the integrity of the posted content.
Using proper public communications strategy this phrase will seamlessly replace the current usage of “oil sands”.
I encourage the heavy oil industry to begin playing offense and make the effort necessary to ensure their viability and continued profits.
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