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The Manitoba government recently launched a $140,000 advertising campaign aimed at encouraging residents to support local businesses. This initiative, dubbed the “Buy Local” campaign, is particularly timely given the potential economic impact of tariffs threatened by the United States.
However, the campaign has sparked controversy due to its reliance on international social media platforms for advertising, raising questions about the effectiveness of such spending in truly supporting local enterprises.
Campaign details and objectives
Announced on a Wednesday, the campaign is set to run for four weeks across various digital platforms, billboards, and radio stations.
Premier Wab Kinew has been somewhat evasive when questioned about whether funds would be allocated to non-local media outlets, such as Facebook and Instagram. By Thursday morning, ads had already begun appearing on these platforms, prompting criticism from opposition leaders.
Wayne Ewasko, the interim leader of the Opposition Progressive Conservatives, voiced his concerns, stating, “Out of one side of the premier’s mouth, he’s talking shop or support local, and on the other side, he’s not doing the same with the (government’s) advertising dollars.” This sentiment reflects a growing frustration among local media advocates who argue that community-run outlets deserve a share of the advertising budget.
Local media involvement and government response
In response to the backlash, Deputy Premier Uzoma Asagwara emphasized that a significant portion of the campaign’s budget would be spent locally. Asagwara stated, “We have taken to all different kinds of outlets and platforms to make sure that Manitobans have access to the information.” The government later clarified that local print media would also be included in the campaign, a detail that was not initially disclosed.
Approximately one-third of the $140,000 budget is earmarked for digital advertising, which encompasses social media ads and display advertising on various websites. Notably, the spending on Facebook and Instagram, both owned by Meta, is projected to be around $12,000.
This allocation has raised eyebrows, as critics question whether advertising on international platforms truly aligns with the campaign’s goal of bolstering local businesses.
The broader context of U.S. tariffs
The backdrop of this campaign is the looming threat of tariffs from the U.S., which were initially set to take effect on Tuesday. However, U.S. President Donald Trump announced a delay, allowing more time for negotiations with Canada and Mexico. In response to these tariffs, the Manitoba government had considered removing American alcohol products from liquor store shelves as a retaliatory measure, although this plan has since been paused.
As the province navigates these complex economic waters, it is also exploring potential strategies to prevent U.S. companies from bidding on Manitoba government contracts should the tariff threats materialize. The situation underscores the delicate balance between supporting local businesses and engaging with international markets.
