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7. Vehicle Programs Division - TP 14902
8. Annual Report 2007-2008

Annual Report 2007-2008

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eTV Showcasing Activities: Building a National Presence

Building on the work accomplished under the ATVP, eTV’s mandate includes “developing a truly national approach to vehicle showcasing” in closer collaboration with automobile manufacturers. 1 eTV’s major objective for 2007-08 was to establish its presence and brand identity on a national scale. To further this objective, since February 2007, eTV has undertaken over 22 separate showcasing events across the country, at which more than 20,646 Canadians received information on advanced vehicle technologies.

Table 1.1: eTV Showcasing Activities (2007-08)

Event	Location (City/Province)	Date	Booth Attendance
Ottawa Eco-Stewardship Fair	Ottawa, Ont.	April 21, 2007	N/A*
Green Expo 2007	Peterborough, Ont.	April 28, 2007	N/A
Green Energy and Transportation	Ottawa, Ont.	May 12-13, 2007	451
The Canadian Energy Expo	Woodstock, Ont.	May 25-27, 2007	479
I.E. Welldon Secondary School	Lindsay, Ont.	May 29, 2007	70
Green Fleet Gala	Calgary, Alta.	May 31, 2007	N/A
Sparks Street - Environment Week	Ottawa, Ont.	June 4, 2007	10
The BioSphere – Grand Prix	Montréal, Que.	June 8-10, 2007	2,066
Grand Prix Toronto	Toronto, Ont.	July 6-8, 2007	1,791
Edmonton Grand Prix	Edmonton, Alta.	July 20-22, 2007	1,389
23rd World Road Congress	Paris, France	September 16-21, 2007	N/A
MUTA & EMC	Mont Tremblant, Que.	October 2-4, 2007	210
National Science and Technology Week	Ottawa, Ont.	October 12-21, 2007	732
Federal Fleet Managers Workshop	Magog, Que.	October 31, 2007	200
Brock tour - Ottawa Catholic School Board (St. Pius X Secondary School)	Ottawa, Ont.	November 7, 2007	13
Brock tour - Ottawa Catholic School Board (St. Pius X Secondary School)	Ottawa, Ont.	November 16, 2007	25
Brock tour - Ottawa Catholic School Board (Mother Teresa Secondary School)	Ottawa, Ont.	November 22, 2007	33
Associate Deputy Minister tour of the Brock	Ottawa, Ont.	November 30, 2007	2
Total Events (22)		Total Attendance	20,646

*Data not available

Highlights of the 2007-08 showcases

The following section provides the major highlights from selected showcasing events that occurred during the year.

Biosphere Formula Green (Montreal Grand Prix)

From June 8 to 10, 2007, eTV was hosted by the Biosphere Formula Green during the Montreal Grand Prix. The booth was located on the Montreal Biosphere grounds, close to the main entrance of the Grand Prix. This event brought together several different exhibitors representing a wide array of technologies and expertise in sustainable transportation.

It is the first time that eTV has participated in the Biosphere Formula Green. Over the course of the three-day event, more than 2,000 visitors came into contact with the showcase. There were some challenges with respect to the placement of the showcase, so future participation should be contingent upon obtaining greater visibility on the Biosphere grounds and a location that is closer to the main traffic areas. Despite this minor detraction, the eTV participation at Biosphere Formula Green can be considered a success.

Edmonton Grand Prix 2007

The Rexall Grand Prix of Edmonton is the largest championship car event held in North America. It offered an excellent opportunity for the eTV program to showcase advanced vehicle technologies to a wide and interested audience. Held from July 20 to 22, 2007, this event also provided an opportunity to accumulate mileage on the fleet of eTV vehicles for the purposes of measuring fuel consumption. Two fleet vehicles – the Peugeot 206 and the Honda Accord Tourer Diesel – were driven from Ottawa to Edmonton and back, allowing the eTV team to compare fuel consumption under a variety of test conditions. Both vehicles demonstrated exceptional fuel economy. This data was recorded in the showcase report Fuel Consumption Testing Logs and was shared with the manufacturers.

It was decided during this event to provide vehicle technical sheets via the eTV website, rather than distributing paper copies. The objective of this strategy was two-fold: reduce paper and encourage the public to visit the eTV website to obtain more information about advanced vehicle technologies.

Vancouver 2007 International Auto Show (VIAS)

The Vancouver International Auto Show (VIAS) is the country’s third largest auto show and a major event for Western Canada’s automotive industry. Running from March 31 to April 8, 2007, the VIAS was held at its traditional venue in BC Place Stadium. At this event, the eTV display included two vehicles (the Smart Roadster and the Mercedes BlueTec) and three exhibits (Audi CVT, Toyota Hybrid, Honda Insight).

Figure 1.1: eTV Showcase, VIAS 2007

Over 110,792 people attended the 2007 VIAS, of which 4,402 visited the eTV booth. Survey results for this event indicated that the showcase successfully provided visitors with information about advanced vehicle technologies and the eTV program. An overwhelming 98% of those surveyed indicated that they would seriously consider purchasing the advanced technologies on display in the eTV booth if they were available in Canada. These encouraging results suggest that the program is disseminating its message and having an impact on consumer knowledge and acceptance of advanced environmental technologies for vehicles.

eTV Communications Activities: Promoting our Message to Canadians

The eTV program has, as part of its mandate, an important communications function ― to provide Canadians with information about environmentally friendly advanced vehicle technologies. eTV communications activities that support this function include the development of a website, technical sheets and related promotional materials. Throughout the last 12 months, the eTV team has undertaken a number of initiatives aimed at expanding the program’s communications outreach. Highlights of these activities include the following products:

• Redesigned the eTV booth: In February 2007, the eTV program contracted the services of Optima communications to design, develop and produce the program’s showcasing booth, at a total cost of $161,262.
• Developed/updated technical sheets: Several technical bulletins (tech sheets) were created or updated to better reflect the eTV branding presence, including the following:

Table 1.2: Technical Sheets (2007-08)

Vehicle/Technology	Format (Languages)
	8.5 x 11	20 x 20
2001 Toyota Prius Hybrid Drive Train Display	English/French	English/French
2003 Smart Roadster Coupe	English/French
2003 Segway E167	English/French	English/French
2005 Honda Accord Tourer	English/French	English/French
2005 Peugeot 206 S16 HDi 100	English/French	English/French
2005 BMW 120d	English/French
2005 BMW 320d	English/French
2006 Audi A3 2.0 TDi	English/French
BionX PL350 Electric Retrofit	English/French
Total	9	4

• Promotional materials: Travel coffee mugs, key chains, reusable bags and postcards with both the eTV logo and program information were developed and used for promotional purposes at various public events. In addition, these promotional materials were used as an incentive for individuals who agreed to complete an eTV survey during major showcase events. These surveys provide valuable ongoing data to guide decisions with respect to the design and implementation of eTV showcasing activities.

Table 1.3: Promotional Products (2007-08)

Promotional item	Quantities
Postcard with program information (two versions produced)	7,000 units
Recyclable tote bag	1,000 units
Carabiners (key chain loops)	1,100 unit
Pens	2,400 units
Graphic panel to support eTV showcase displays	1 unit
eTV booth	1 unit
Roll-up banners	4 units
Magazine advertisement
8 x 10 banner for eTV showcase activities	1 unit
Courtesy signs produced to acknowledge the donation of materials from manufacturers	Mercedes Benz Hymotion National Research Council Vectrix

• Website development: With the announcement of the eTV program, the ATVP website was decommissioned and a new eTV website put in its place at http://www.tc.gc.ca/eTV. The eTV technical team has compiled four major advanced vehicle technology information packages, including information on:
  • advanced power trains
  • advanced engine technologies
  • environmentally friendly energy sources
  • lightweight materials and aerodynamics

  This technical documentation will serve as an important tool to provide the latest information on advanced vehicle technologies to Canadians, both via the eTV website and in person at showcase events.  These four major packages are currently being translated. It is anticipated that they will be available on the eTV website in early Summer 2008. Additionally, to guide the development of the eTV website over the coming months, the communications team has prepared a web content structure, which is attached to this document in Annex 1.

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Date modified:

2012-02-02

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