Alberta is attempting to fight the labor shortage in its province by luring talent from Toronto.
Premier Jason Kenney announced in August the Alberta is Calling campaign to recruit skilled workers with a marketing campaign touting the province’s lower taxes, housing affordability, shorter commutes, and proximity to the Rocky Mountains.
Posters with catchy slogans and photos of breathtaking landscapes line Toronto’s subways.
“It’s mountain time somewhere,” reads one. “An engineer, accountant, walk into a province. They all get jobs,” reads another.
The Alberta campaign highlights statistics from the Canadian Real Estate Association, which show that the average sale price of a home over the past three years in Calgary was $484,000 (48% of the price a house in Greater Toronto), and $383,000 in Edmonton (38%).
“Find things you’d never expect, like an affordable house,” reads another poster in Bloor-Yonge station.