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Alberta targeting North Bay in bid for skilled workers

The new phase of Alberta is Calling is launching in North Bay, Sudbury, Sault St. Marie, Timmins. Chatham, Hamilton, London, Windsor, and Cornwall
Part of the Alberta calling campaign includes billboards.

A second Alberta is Calling campaign is launching to attract more skilled workers from across Ontario. North Bay is in its crosshairs.

The new phase of Alberta is Calling is launching in what it calls the "Ontario Rust Belt" of North Bay, Sudbury, Sault St. Marie, Timmins. Chatham, Hamilton, London, Windsor, and Cornwall. However, that phrase was withdrawn from later releases.

“As Alberta continues to create jobs, attract investment, and diversify its economy, we are once again putting out a call for skilled workers to join our great province and appreciate the quality of life that Alberta has to offer," urges Brian Jean, Minister of Jobs, Economy and Northern Development. 

The campaign touts Alberta’s economic growth and diversification, "creating rewarding jobs across industries and our province, including high-demand sectors like skilled trades, health care, food service, and hospitality, accounting, engineering, and technology."

It started today and includes radio, audio streaming, billboards, online display, social media, and search engine marketing, a system where businesses pay Google to show their ads in the search results.

The campaign lasts until April 9, with a budget of $4.95 million, which will also support a campaign in the Maritimes.

Ads will joke, "What did the Albertan say to the Ontarian? You're hired."

In the summer of 2022, Alberta’s government launched the "Alberta is Calling" campaign to help address labour shortages across industries, throughout the province. The first campaign targeted Canadians living in Toronto and Vancouver.

“Since last summer, nearly 70,000 individuals have moved here, the largest inflow of people we have seen in two decades," said Adam Legge, president of the Business Council of Alberta. "Between opportunity and quality of life, Alberta has a fantastic value proposition and the Alberta is Calling campaign has helped to share this message.”

The campaign highlights Alberta’s economic advantages including the booming technology and innovation sector as well as offering, what it claims are the highest weekly earnings and lowest taxes in Canada.

In addition, the campaign once again promotes lifestyle attractions including Calgary, North America’s "most liveable" city, and access to world-famous mountains and parks for year-round hiking, skiing, biking, and more than 300 days of sunshine per year.

“Alberta’s vibrant and diverse restaurant sector is one of the province’s largest employers. However, coming out of the pandemic there are almost 18,000 vacancies in the restaurant sector for vital roles like managers, chefs, and prep cooks," says a release.

The campaign is also targeting Registered Nurses and registered psychiatric nurses, of which there is a shortage in Ontario,

A call by BayToday to a representative of Alberta Calling was not returned by publishing time.

Jeff Turl

About the Author: Jeff Turl

Jeff is a veteran of the news biz. He's spent a lengthy career in TV, radio, print and online, covering both news and sports. He enjoys free time riding motorcycles and spoiling grandchildren.
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