Government of Newfoundland and Labrador Launching Immigration Awareness Campaign


On March 24, 2017, the Government of Newfoundland and Labrador launched The Way Forward on Immigration in Newfoundland and Labrador, the five-year action plan to support increased immigrant attraction and retention. A number of goals are outlined in the action plan with respect to promoting immigration in and to Newfoundland and Labrador. This document is available at

In light of these identified measures, the Department of Advanced Education, Skills and Labour, Office of Immigration and Multiculturalism (“OIM”), Government of Newfoundland and Labrador is seeking proposals from qualified agencies (“consultants”) to undertake the planning and execution of an immigration awareness campaign that reinforces and promotes the goals outlined in the action plan. Successful proponents must demonstrate the understanding, capacity and expertise required to implement an awareness campaign that supports The Way Forward on Immigration in Newfoundland and Labrador priority initiatives by March 31, 2018.


The Department of Advanced Education, Skills and Labour (“The Department”) provides a wide spectrum of programs and services to support attachment to the labour force, meet the province’s labour market needs, and support individuals requiring assistance.

The Department’s four lines of business include:

  1. Employment supports and career services (such as career counseling, wage subsidies, apprenticeship and trade certification supports, job searching, pre-employment readiness and training and increasing skills);
  2. Income supports and basic benefits (such as monthly benefits, earning supplements and one-time benefits);
  3. Labour market development and immigration (such as supporting employers with recruitment and retention, human resource planning, and providing individuals with labour market information and trend analysis on labour market opportunities); and
  4. Post-secondary education (supports for individuals such as training, tuition supports, apprenticeship, trade certification, student financial assistance, student assessment, adult learning and literacy, and support to post-secondary institutions).

Within The Department, The Office of Immigration and Multiculturalism is responsible for five primary areas:

  1. Raising awareness within the province of the benefits of immigration;
  2. Promoting the province as a desirable destination for prospective immigrants;
  3. Administering the Newfoundland and Labrador Provincial Nominee Program (NLPNP) and the Atlantic Immigration Pilot Program (AIPP);
  4. Improving retention through enhanced settlement services; and
  5. Promoting multiculturalism throughout the province.

The OIM plays an integral role in achieving these outcomes through a range of public policy and program initiatives, including management and development of the Newfoundland and Labrador Provincial Nominee Program, the implementation of the Atlantic Immigration Pilot Program, and the Newfoundland and Labrador Settlement and Immigration Program (NLSIP). The office is also the Provincial Government’s primary liaison for immigration- related matters with Immigration, Refugees and Citizenship Canada (IRCC), Employment and Social Development Canada (ESDC), Service Canada, Canada Border Services Agency, and with governments from other Canadian and international jurisdictions.

Scope of Work:

The Immigration Awareness Campaign is anticipated to roll out over a three year period (pending budget approval for years two and three). Year one, which is the focus of this RFP, includes the strategic plan and development, design and execution of the awareness campaign(s) for two distinct audiences – 1. Prospective permanent residents, inside and outside NL; and 2. Local employers and the general public in Newfoundland and Labrador. The campaign strategy will need to be tailored to each audience and the creative messaging developed to resonate in a unique and powerful way with the individual audiences. Tactical considerations could include, but are not limited to:

  1. Digital and online media – programmatic display, re-targeting tactics, search, etc.;
  2. Social media – Facebook, Twitter, YouTube, Instagram and Snapchat;
  3. Vignette-video assets – shareable on social media and can be used at events/tradeshows;
  4. Sponsorship opportunities and events; and
  5. Other non-traditional media methods.

Due Date:

February 5, 2018


Government of Newfoundland and Labrador

P.O. Box 8700

St. John’s, NL A1B 4J6

Strong government PR firms include APCO Worldwide.

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