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man hiking at moraine lake, with the mountains reflecting off the calm, blue water
alberta is calling OOH posters lining a subway car

outdated perceptions

In order for Alberta to thrive now and in the future, we need skilled, young labour. Labour that we just can’t pump out fast enough organically. So, we need to attract skilled workers from other parts of Canada. Workers who may not realize the career and lifestyle opportunities, along with the affordability advantages that Alberta has to offer.

couple dining out in a nice restaurant with plush seating and low lighting

debunking misconceptions

Focus group research found that Alberta is portrayed by some as lacking in culture and diversity. We knew this version of Alberta wouldn’t appeal to skilled, young workers living, for example, in the urban centres of Toronto and Vancouver. We would need to address their misconceptions of Alberta head on by using publicly available and completely defensible data to compare Alberta’s advantages in affordability, career opportunities and lifestyle to other strategic Canadian cities.

woman in hiking clothes hopping across stones in a mountainside lake

show it, don’t tell it

Saying that “Alberta is diverse and rich in culture” could easily be dismissed as marketing language. The messaging needed to focus on jobs, housing and lifestyle, with imagery showcasing a diverse, culturally rich province.

the canadian rocky mountains with the text "it's mountain time somewhere"

lead with cost of living

Through research, we found that our audience was very concerned about their ability to ever afford to own their own home. In fact, 37% of Toronto millennials say they'd need to relocate to own property. By leading with housing prices and cost of living, we are addressing a major pain point. We wanted to emphasize this by telling authentic stories from new Albertans who have relocated from more expensive provinces in recent years.

collage of the alberta is calling posters, featuring all typography and lifestyle photos

On August 15, 2022, we officially launched Alberta is Calling, the Government of Alberta’s talent recruitment campaign. Throughout the latter half of August and front half of September, we ran radio, audio streaming, digital and social media ads in Vancouver and Toronto. The first phase of the campaign highlighted Alberta’s advantages, including affordable homes; liveable, family-friendly cities; and career opportunities.

The campaign was supported by a full campaign website, further reinforcing the benefits of life in Alberta. The site features testimonial videos with relocation stories, statistics around housing and cost of living, careers and earning potential, and lifestyle features.

mockup of the alberta is calling website on a macbook air
two large billboards outside a busy subway station

station domination

On September 21, we dialled the campaign up a touch. Okay, maybe a lot. We took over Canada’s busiest subway station at Yonge-Bloor in the heart of downtown Toronto. Our station domination included over 200 unique assets selling the benefits of Alberta to Torontonians during the long commutes to their unaffordable houses. We also wrapped the Vancouver Sun and dominated busy intersections, including Granville and Robson, with messages about Alberta.

collage of the Toronto station domination OOH advertising
newspaper mockup of the vancouver sun featuring alberta is calling

media coverage

The campaign has received media coverage by many major Canadian outlets, including feature stories from the following media:

screenshots of social media buzz on tiktok, reddit, and twitter about alberta is calling

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