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Who is Al Berta?: ‘Alberta is Calling’ campaign aims to draw skilled trades talent to the province

Edmonton, Alberta — Falling in step with similar projects launched in Nova Scotia and Saskatchewan, the government of Alberta unveiled the “Alberta is Calling” campaign on Monday, which aims to sell the province as the place to be for Canada’s skilled trades workers.

Operating within the Toronto and Vancouver markets, the campaign is intended to inform both eastern and western Canadians of the many advantages working a skilled trade in Alberta has to offer, including the highest average wages and lowest taxes in the country, shorter commuting times on average and a lower cost of living in major cities.

The government plans to spend $2.6 million on spreading the “Alberta is Calling” message across radio, billboards and social media in the Vancouver and Toronto markets.

In June, 78 percent of Alberta businesses reported that labour shortages have affected their ability to meet demand.

This move from the Alberta government resembles similar plans set out by Nova Scotia’s government in December, which aim to double the province’s population by 2060 as part of a skilled trades recruitment plan, as well as Saskatchewan, where certain barriers were removed in April to create a more streamlined path for skilled workers looking to ply their trade in the province.

“Alberta’s Recovery Plan has been so effective in growing the economy that we are now facing a shortage of skilled workers across several sectors. Fortunately, Alberta has among the best opportunities and the highest quality of life in Canada, so we’re excited to make our case to Canadians, and let the facts speak for themselves. This campaign will show Canadians in major cities the amazing life that awaits them in Alberta,” said Alberta Premier Jason Kenney.

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