Alberta Premier Jason Kenney announces the launch of Phase Two of the 'Alberta is Calling' campaign in Toronto on Wednesday, September 21, 2022. (Photo: Government of Alberta - YourAlberta on YouTube)

By Justin Goulet/LethbridgeNewsNOW

Alberta is Calling

Province launches second phase of worker recruitment campaign

Sep 21, 2022 | 4:27 PM

TORONTO – Alberta Premier Jason Kenney was in Toronto Wednesday morning to announce the launch of phase two of the Alberta is Calling campaign.

The initiative is aimed at attracting workers from the Toronto and Vancouver areas to Alberta by highlighting the many lifestyle, career and affordability advantages offered by the province.

Alberta is Calling includes advertisements set up in the Greater Toronto Area and the Lower Mainland of British Columbia. The campaign launched in mid-August with digital, social media and radio ads.

Phase two includes what the province refers to as “more high-impact out-of-home tactics.” These include a newspaper wrap and billboards in Vancouver, and a “month-long” takeover of the Bloor and Yonge TTC station in downtown Toronto.

Kenney stated, “We are very happy with the response we have received from the launch of the first phase of the Alberta is Calling campaign.”

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He continued, “The incredible interest in the campaign website, as well as engagement across our social media channels, shows that this campaign is landing with Canadians. They are clearly seeing the benefits of life in Alberta, and they want to find out more.”

The Alberta is Calling initiative will cost $2.6 million, according to the province.

Tanya Fir, Alberta’s minister of jobs, economy and innovation said, “The success of this campaign means that now more Canadians know about Alberta’s affordable housing market and job opportunities, our friendly and vibrant culture, and the lower cost of living we enjoy.”

“For some of them, moving to Alberta will be the opportunity they have been waiting for, and we are more than happy to welcome them to our communities.”

The province notes that job vacancy rates are high in Alberta, with more than 100,000 open jobs. Officials say 78 per cent of businesses in Alberta report shortages restricting their ability to meet demand.

More details on Alberta is Calling are available at the campaign website.