Program directory · Invest in Canada Hub
Marketing
- Department
- Invest in Canada Hub
- Program code
- BCZ02 (INVIC)
- Core responsibility
- Foreign Direct Investment Attraction
- In Departmental Plans
- 2018-19 – 2026-27 · New since an earlier plan
What it does
Raises Canada's foreign direct investment profile through international marketing campaign and tools aimed at foreign investors.
Source: the department's Program Inventory, via GC InfoBase.
History and lineage
First appears in GC InfoBase's actual spending by program in 2017-18. The data does not record when a program was created; it may be older than its first appearance here, which is limited by the sources (program spending starts in 2010-11, Departmental Plans in 2018-19).
| Program | Relation | Years with data | Actual spending over those years |
|---|---|---|---|
| Marketing | This program | 2017-18 – 2028-29 | $115M |
No earlier or later program in the same department has a similar name.
Significant changes in scope and budget
Detected from the data: renames between plans, programs it appears to replace, merge with or split into (matched by name), year-over-year changes in spending of at least 25% and $5M, or in employees of at least 20% and 25 FTEs, linked budget measures, and results indicators added or dropped.
| Year | What changed | Source |
|---|---|---|
| 2019-20 | Spending $13.1M, against $3.4M in 2018-19 (+285%). | Actual spending (GC InfoBase) |
| 2020-21 | Renamed from “Marketing and Outreach” to “Marketing”. | GC InfoBase program names by year |
| 2021-22 | Spending $22.7M, against $15.2M in 2020-21 (+49%). | Actual spending (GC InfoBase) |
| 2022-23 | Indicators added: Net Promoter Score; Number of target audience individuals exposed to IIC’s promotional activities (content and events combined); Number of unique reach of promotional campaigns | Departmental Results Framework (GC InfoBase) |
| 2022-23 | Indicators dropped: Improved score in global foreign direct investment attractiveness index | Departmental Results Framework (GC InfoBase) |
Success criteria
The program's indicators from its department's Departmental Results Framework: the target set in each year's plan, and the result reported the following year. Source: GC InfoBase.
Historical: targets against results
Bars: result reported. Dashed line: target.
| Report year | Target | Due | Result | Status |
|---|---|---|---|---|
| 2022-23 | ≥ 0 | 2023 | -0.6 Measured and tracked Canada’s brand through net promoter score (NPS) in target markets, which measures how likely business decision-makers in Invest in Canada’s target markets are to recommend Canada as an investment destination, with 0 indicating neutral value. The NPS of -0.6 for Canada is calculated based on ten fielding countries, each with varying levels of awareness of Canada and shows that… | Not met |
| 2023-24 | ≥ 0 | 2024 | 12.96 | Met |
| 2024-25 | ≥ 0 | 2025 | 0.8 | Met |
Bars: result reported. Dashed line: target.
| Report year | Target | Due | Result | Status |
|---|---|---|---|---|
| 2022-23 | ≥ 1,000,000 | 2023 | 2,100,000 | Met |
| 2023-24 | ≥ 1,000,000 | 2024 | 4,389,000 | Met |
| 2024-25 | ≥ 1,000,000 | 2025 | 3,800,000 | Met |
Bars: result reported. Dashed line: target.
| Report year | Target | Due | Result | Status |
|---|---|---|---|---|
| 2022-23 | ≥ 20,000,000 | 2023 | 33,200,000 | Met |
| 2023-24 | ≥ 20,000,000 | 2024 | 33,900,000 | Met |
| 2024-25 | ≥ 20,000,000 | 2025 | 32,500,000 | Met |
Bars: result reported. Dashed line: target.
| Report year | Target | Due | Result | Status |
|---|---|---|---|---|
| 2019-20 | ≥ 0.03 | 2020 | 0.33 0.33 point increase, target date to be achieved March 2021. | Met |
| 2020-21 | ≥ 0.03 | 2021 | -0.1 This indicator is a duplication at the program and departmental level. Due to the global pandemic all countries in the top 10 of the Kearney index saw a decrease in their foreign direct investment attractiveness score. Canada maintained its second place ranking | Not met |
| 2021-22 | ≥ 0.03 | 2022 | -0.03 This indicator is a duplication at the program and departmental level. Due to the global pandemic all countries in the top 10 of the Kearney index saw a decrease in their foreign direct investment attractiveness score in the last two years. Canada maintained its top three ranking in 2022. | Not met |
Current: the 2026-27 plan's targets
Bars: result reported. Dashed line: target.
| Report year | Target | Due | Result | Status |
|---|---|---|---|---|
| 2026-27 | ≥ 1,000,000 | 2027 | — | Planned |
Bars: result reported. Dashed line: target.
| Report year | Target | Due | Result | Status |
|---|---|---|---|---|
| 2026-27 | ≥ 15,500,000 | 2027 | — | Planned |
Future goals: targets due after 2026-27
| Report year | Target | Due | Result | Status |
|---|---|---|---|---|
| 2026-27 | S.O. | 2028 | — | Planned |
Spending and employees: planned against actual
Spending
Show the numbers
| Fiscal year | Planned | Actual |
|---|---|---|
| 2017-18 | — | $677K |
| 2018-19 | $7.4M | $3.4M |
| 2019-20 | $19.8M | $13.1M |
| 2020-21 | $15.6M | $15.2M |
| 2021-22 | $18.6M | $22.7M |
| 2022-23 | $18.6M | $19.6M |
| 2023-24 | $18.8M | $21.6M |
| 2024-25 | $19.3M | $18.5M |
| 2025-26 | $19.1M | — |
| 2026-27 | $16M | — |
| 2027-28 | $15.5M* | — |
| 2028-29 | $15.1M* | — |
Employees (FTEs)
Show the numbers
| Fiscal year | Planned | Actual |
|---|---|---|
| 2018-19 | 13 | 8 |
| 2019-20 | 14 | 12 |
| 2020-21 | 13 | 13 |
| 2021-22 | 13 | 13 |
| 2022-23 | 15 | 15 |
| 2023-24 | 15 | 15 |
| 2024-25 | 15 | 15 |
| 2025-26 | 15 | — |
| 2026-27 | 14 | — |
| 2027-28 | 13* | — |
| 2028-29 | 11* | — |
Planned spending, plan by plan
Each row is one year's Departmental Plan and its forecast for the next three fiscal years; read a column down to see how the forecast for one year changed. The last row is what was actually spent. Click an amount for its source. Biggest changes in federal spending plans
| Plan | 2018-19 | 2019-20 | 2020-21 | 2021-22 | 2022-23 | 2023-24 | 2024-25 | 2025-26 | 2026-27 | 2027-28 | 2028-29 |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 2018-19 plan | $7,373,945 | $15,364,919 | $0 | ||||||||
| 2019-20 plan | $19,835,589 | $0 | $0 | ||||||||
| 2020-21 plan | $15,636,950 | $15,627,830 | $15,326,870 | ||||||||
| 2021-22 plan | $18,603,659 | $18,284,687 | $18,496,847 | ||||||||
| 2022-23 plan | $18,614,080 | $18,830,062 | $18,830,062 | ||||||||
| 2023-24 plan | $18,830,062 | $18,830,062 | $18,830,062 | ||||||||
| 2024-25 plan | $19,326,637 | $19,139,757 | $18,883,965 | ||||||||
| 2025-26 plan | $19,139,757 | $18,883,965 | $18,861,258 | ||||||||
| 2026-27 plan | $16,042,669 | $15,491,543 | $15,053,518 | ||||||||
| Actual | $3,407,055 | $13,133,051 | $15,202,899 | $22,675,649 | $19,645,931 | $21,605,138 | $18,548,551 |
Actual spending is from Departmental Results Reports and the Public Accounts, as published in GC InfoBase. FTEs are full-time equivalents.
