The Canadian government is looking for an advertising agency to produce a “major” national marketing campaign for next year’s Winter Olympics.

Public Works and Government Services Canada issued an RFP yesterday to find an agency capable of handling strategic and creative duties for a five-month campaign beginning Oct. 30.

According to the RFP, the winning proposal will “use the 2010 Games as a national and international context of pride and excellence and athletes as role models to encourage Canadians of all ages to get active and adopt healthier living.”

Proposed campaigns are to incorporate images of Canada’s regional landscapes “when and as possible,” and foster the idea that “from playground to podium there is a place for all of us.”

“The end result will be a campaign that articulates these Games as Canada’s Games, where all Canadians can own and share the podium and where sports and the practice of sports meet to make us stronger and healthier as individuals and as a nation,” the RFP states.

The RFP stipulates that only agencies that produced bilingual, multimedia campaigns within the last five years will be considered for the assignment. In addition to providing examples of such work, the three agencies that make it to the second round of consideration must provide three creative concepts with web and television applications for each.

In terms of value, the RFP says: “Anticipated media buy and partnerships: $8,710,000 (excludes AOR, focus testing and evaluation (ACET) fees).”

The multimedia campaign must be ready when the Olympic torch relay begins in Victoria, B.C. at the end of October and will run throughout the Olympic and Paralympic Games, concluding on March 31, 2010.

Some advertising experts questioned the need for a campaign when similar work is already being done by VANOC and its partner agencies Hyphen Communications and BleuBlancRouge.

“The only question I would ask is why they are going to another agency to do the torch relay advertising when the written objectives are very similar if not the same as those for the Olympic advertising campaign,” said Tony Altilia, former president of Downtown Partners, which worked with Hyphen and BBR prior to its closing in January 2008.

Chris Staples, founder and partner at Vancouver agency Rethink, also said there seems to be overlap in Ottawa and VANOC’s intent, but sees such advertising as needless to begin with.

“I don’t see a pressing need to do a multimillion dollar campaign to make Canadians feel good about the Olympics,” said Staples. “All Canadians need to do is tune into the Olympics to get the same feeling. I think it’s a shocking misuse of public funds in one of the biggest crises since the Depression.”

Staples also said the “flimsy” reference in the RFP to promoting active lifestyles is a smokescreen for more political goals.

“It’s political advertising to make the Conservatives look great prior to an election. I think it’s ridiculous.”

Questions about the proposed campaign were directed to Heritage Canada, which did not respond by press time.