"cam·paign......."1. work in an organized and active way toward a particular goal
"Marketing is used by miners to win hearts as well as minds"
“Marketing” incorporates a whole number of mediums, such as Advertising or Public Relations." ( promotion, I think! How many press releases since March? Its quiet vs quite "the campaign, one thinks....
https://www.mining.com/web/do-mining-companies-need-marketing/
J 103 ( I think you need money to drill or drill to money )