OTTAWA – Ottawa is dramatically ramping up ad spending by Natural Resources Canada as the Conservatives take their environmental and natural resources fight directly to the American market.

Budgetary estimates show that $16.5 million has been set aside by the department for advertising in 2013-14 to highlight what the Harper government calls responsible resource development.

That’s up from $9 million last year and just $237,000 in Natural Resources advertising in 2010-11.

The department also put out a tender this spring, worth up to $500,000, seeking media training for everyone from Minister Joe Oliver to scientists, program personnel and spokespersons.

In addition to a massive TV ad blitz aimed at domestic audiences, Natural Resources has begun a U.S.-directed advertising offensive that includes promotions and ads in influential publications and a website for American viewers, gowithcanada.ca.

But the website was immediately criticized by some environmental groups for misrepresenting the truth, including a claim that Canada has reduced its greenhouse gas emissions by 26 per cent since 1990 — when in fact emissions more than tripled between 1990 and 2011.