National Skilled Trade Campaign

Trade Agreement: Canadian Free Trade Agreement (CFTA)
Tendering Procedures: The bidder must supply Canadian goods and/or services
Competitive Procurement Strategy: Best Overall  Proposal
Comprehensive Land Claim Agreement: No
Nature of Requirements: 

National Skilled Trade Campaign

G9292-217027/A
Constant, Rachelle
Telephone No. (613) 290-4035 


Line 1, GSIN: T003AA, Advertising Creative Services, Quantity: 1, Unit of Issue: Each, Delivery Date: See Herein

Nature of Requirements: 
Employment and Social Development Canada (ESDC) is seeking a lead marketing and advertising agency to provide a full range of marketing and advertising creative development-related services for the ESDC Skilled Trades campaign. The agency will be responsible for developing and implementing the overall marketing and advertising campaign strategies and the development of creative assets.

ESDC is responsible for developing, managing and delivering a wide range of social programs and services.  The ESDC mission is to build a stronger and more competitive Canada, as well as to support Canadians in making choices that help them live productive and rewarding lives. 

Canada is among the most educated countries in the world. Many Canadians still face barriers preventing them from pursuing post-secondary studies and specifically skilled trades programs. To address this issue, ESDC will execute a campaign to promote skilled trades as a first-choice career for young people. 

The goal of the campaign is to change perceptions around apprenticeship and careers in the skilled trades by promoting their merits as respectable, well-paid and rewarding careers. Also, to position apprenticeships and skilled trades as first-choice career paths (i.e., a career in the skilled trades is a rewarding 'Plan A'choice for youth and not a 'Plan B' alternative or another career path.

In addition to encouraging more young people to consider training and working in the skilled trades, the campaign will also address a potential labour shortage in the Red Seal Trades.  According to the Apprentice Demand in the Top Ten Red Seal Trades: A 2019 National Labour Market Information Report, from 2019 to 2023, an estimated 67,000 new journeypersons will be required to sustain workforce certification levels across the 10 largest Red Seal trades in Canada, excluding Quebec and the Territories. Although the pace of employment growth in many skilled trades are expected to slow, compared to the rapid expansion over the last decade, workforce retirements continue to rise. Keeping pace with the demand for skills and workforce certification will require attracting 167,739 new apprentices over the next five years.

The services of the Contractor are required from the date of the contract award until March 31, 2022, with two (2) possible extensions of one (1) year each, up to March 31, 2024.

The requirement is subject to the provisions of the Canadian Free Trade Agreement (CFTA).

The requirement is limited to Canadian services.
Competitive Procurement Strategy: Best Overall Proposal
Comprehensive Land Claim Agreement: No


More information on the advertising practices of the Government of Canada can be found at:
http://www.tpsgc-pwgsc.gc.ca/pub-adv/index-eng.html 

All inquiries regarding aspects of this request for proposal should be e-mailed to: Rachelle.constant@pwgsc-tpsgc.gc.ca.

Solicitation documents must be obtained through BuyandSell.gc.ca

The Crown retains the right to negotiate with suppliers on any procurement.

Documents may be submitted in either official language of Canada.

More information is provided in the Request for Proposal.
Delivery Date: Above-mentioned

Documents may be submitted in either official language of Canada.


Delivery Date: Above-mentioned

The Crown retains the right to negotiate with suppliers on any procurement.

Documents may be submitted in either official language of Canada.