Evidence of meeting #66 for Government Operations and Estimates in the 41st Parliament, 1st Session. (The original version is on Parliament’s site, as are the minutes.) The winning word was money.
A video is available from Parliament.
9:05 a.m.
Conservative
Jacques Gourde Conservative Lotbinière—Chutes-de-la-Chaudière, QC
What kind of advertising will the department do with that additional money?
9:05 a.m.
Deputy Minister, Department of Canadian Heritage
It was an advertising campaign. That money specifically helped to fund the advertising in electronic media and television in the summer of 2012, specifically between June and December. But most of the campaign, the actual purchase of electronic space or commercials, is over.
9:05 a.m.
Conservative
Jacques Gourde Conservative Lotbinière—Chutes-de-la-Chaudière, QC
What was the target audience? Who was the advertising aimed at?
9:05 a.m.
Deputy Minister, Department of Canadian Heritage
The advertising was to make all Canadians aware of the importance of the war of 1812, which was a significant event in Canadian history.
9:05 a.m.
NDP
November 29th, 2012 / 9:05 a.m.
NDP
Jean-François Larose NDP Repentigny, QC
Thank you, Mr. Chair.
My thanks to our guests for joining us.
if I understood correctly, you were talking about the war of 1812. How much did all that advertising cost?
9:05 a.m.
Deputy Minister, Department of Canadian Heritage
The total amount for advertising was $6.7 million, spread over three years.
9:05 a.m.
NDP
Jean-François Larose NDP Repentigny, QC
What does the amount of $14.4 million for the 2015 Pan American Games include exactly? Can you give us short answers?
9:05 a.m.
Deputy Minister, Department of Canadian Heritage
I can certainly do that. Canada's commitment for the Pan American Games is up to $500 million.
9:05 a.m.
Deputy Minister, Department of Canadian Heritage
No. The government's contribution to the organizing committee is for the infrastructure, the legacy, the things that will remain afterwards, and for government services. Only a part of that amount is in the supplementary estimates this year.
9:05 a.m.
Deputy Minister, Department of Canadian Heritage
The $5 million for the Grey Cup paid for the train that went across Canada to raise people's awareness of the event and for the activities that went on during Grey Cup week, last week.
9:05 a.m.
NDP
9:05 a.m.
Deputy Minister, Department of Canadian Heritage
I do not have that information. I must tell you that it varies from year to year.
9:05 a.m.
Deputy Minister, Department of Canadian Heritage
If you want, I can reply in writing and show you what we have spent in advertising over the last few years.
9:05 a.m.
NDP
Jean-François Larose NDP Repentigny, QC
The problem is quite simple, though. We see cuts in the order of $27.8 million imposed on Radio-Canada. Is your reflex action to buy advertising—online or otherwise—from Radio-Canada, an institution that the government created? You impose $27.8 million in cuts, but do you automatically try to re-inject that money back into Radio-Canada in advertising?
9:05 a.m.
Deputy Minister, Department of Canadian Heritage
As I am sure you are aware, given the government reductions last year, each department, each agency and each organization had to make an effort with its own cuts. Radio-Canada identified the cuts it wanted to make as part of that exercise. Cuts are cuts; there was no question of applying the amount from one envelope to another.
9:05 a.m.
NDP
Jean-François Larose NDP Repentigny, QC
I have another question for you about the Royal Alberta Museum. Can we find out when the money that has been promised will be allocated to the main estimates and supplementary estimates?
9:05 a.m.
Deputy Minister, Department of Canadian Heritage
Are you talking about the Canadian Museum for Human Rights in Winnipeg?
9:05 a.m.
NDP
9:05 a.m.
Deputy Minister, Department of Canadian Heritage
I will have to check. We have a program that provides assistance to museums. All the museums in Canada can apply under that program, of course, but I do not have the details for the Royal Alberta Museum with me.
