News Release
Alberta is Calling launches Phase 2

The Alberta is Calling advertising campaign has launched its second phase in Toronto and Vancouver, doubling down on efforts to attract talent to Alberta to sustain economic growth. 

The campaign aims to entice workers to move to Alberta by highlighting the many lifestyle, career and affordability advantages Alberta offers – including higher wages, shorter commutes, job opportunities and home ownership at a fraction of the cost. It launched in mid-August in the Greater Toronto Area and the Lower Mainland with digital, social media and radio ads.

Phase 2 includes more high-impact out-of-home tactics, including a newspaper wrap and billboards in Vancouver, and a month-long takeover of the Bloor and Yonge TTC station in downtown Toronto.

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

Jason Kenney, Premier

“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.”

Tanya Fir, Minister of Jobs, Economy and Innovation

The Alberta is Calling campaign will cost a total of $2.6 million.

Quick facts

Job vacancy rates are high, with more than 100,000 open jobs.

78 per cent of Alberta businesses report shortages restricting their ability to meet demand.

Alberta has seen the highest employment growth in the country in 2022.

Between December 2021 and August 2022, employment in Alberta increased by 61,700 compared with an increase of 28,600 in Ontario and 17,300 in British Columbia, despite both having larger populations.

Alberta workers continue to have the highest earnings across all provinces.

Alberta’s $1,245 average weekly earnings (June 2022) are the highest in the country (second highest is Ontario at $1,186 and third is B.C. at $1,160).

According to Statistics Canada’s 2020 Canadian Income Survey, released in March 2022, Alberta families earned a median after-tax income of $104,000 in 2020, which is more than $7,000 higher than families in Ontario and nearly $10,000 higher than families in British Columbia.

Housing is more affordable in Alberta than in Vancouver or Toronto.

The Demographia International Housing Affordability study, released in March 2022, named Edmonton and Calgary among the top 10 most affordable housing markets when compared with 92 major cities around the world.

According to Canadian Real Estate Association (CREA) data, the average home sale price over the last three years in Edmonton was $383,000 – 34 per cent of the price of a home in Greater Vancouver and 38 per cent of the price of a home in Greater Toronto, respectively.

The average home sale price in Calgary was $484,000 – 43 per cent of the price of a home in Greater Vancouver and 48 per cent of the price of a home in Greater Toronto, respectively.

CREA data shows that home prices are significantly more stable in Alberta as well:

Over the last 10 years, home sale prices in Edmonton have grown by 18 per cent and in Calgary by 21 per cent.

Over the same period, home sale prices in Vancouver increased by 52 per cent and in Toronto by 135 per cent.

Canada Mortgage and Housing Corporation’s (CMHC) February 2021 Rental Market Report shows that rents are more affordable in Alberta. Over the last three years:

Average rent in Edmonton was 71 per cent of that in Vancouver and 79 per cent of that in Toronto.

Average rent in Calgary was 74 per cent of that in Vancouver and 82 per cent of that in Toronto.

Alberta families generally pay lower personal taxes (for 2022, considering annual family incomes of $75,000, $150,000 and $300,000).

Compared with B.C., an Alberta family with two children will pay, on average, $1,400, $4,900 and $13,100 less, respectively.

Compared with Ontario, an Alberta family with two children will pay, on average, $3,800, $8,700 and $20,700 less, respectively.

Alberta has no provincial sales tax, payroll tax or health premiums.

Workers in Edmonton and Calgary spend less time commuting.

In the 2016 census, workers in Edmonton* and Calgary* spent, on average, 25.9 and 26.5 minutes commuting to work (one way), respectively. This compares to 34 minutes in Toronto* and 29.7 minutes in Vancouver.*

Alberta saw the highest net interprovincial migration in Canada, at 5,351 people, in the first three months of 2022.

Calgary was recently named the world’s third most livable city by the Economic Intelligence Unit’s rankings.

* City definitions are ‘Census Metropolitan Areas,’ which include the cities and surrounding municipalities that are closely integrated.

Related information

Alberta is Calling

Affordability Programs