Work NW Alberta Promotional Video

Work NW Alberta
Award Submission: Promotional Video
Video Title: “Affordable and Attractive | Work NW Alberta.”

https://youtu.be/qkpkpCVTNYM?si=DwTw7f8bEpJsZOY1
Channel: www.youtube.com/@WorkNWAlberta

Purpose of the Video
The Work NW Alberta promotional video is a signature asset in a multi-part, integrated campaign designed to promote Northwest Alberta as a destination of choice for workers, families, and employers. Developed through a regional partnership between the City and County of Grande Prairie, MD of Greenview, Northwestern Polytechnic, and the Grande Prairie & District Chamber of Commerce, the campaign reinforces a consistent regional identity: “Make a Great Living. Live a Great Life.”

The video’s purpose is to emotionally connect with job seekers while reinforcing employer confidence in the region’s ability to attract talent. It supports economic development, investment attraction, and workforce retention by painting an authentic picture of the region’s opportunity and lifestyle.

Part of a Coordinated Campaign
This video is not a standalone asset. It anchors a larger coordinated campaign that includes:

A series of short-form vertical videos optimized for Meta and LinkedIn, featuring testimonials, lifestyle snapshots, and industry-specific content.
Digital display ads, print materials, and event media, all using the same visual identity and message structure.
Targeted distribution during job fairs, trade shows, and online campaigns focused on high-demand sectors such as healthcare, trades, energy, and agriculture.

Together, these assets work to reinforce the regional narrative across all touchpoints.

Video Content & Impact
Filmed on location with real people and businesses from the region, the video features:

Interviews with workers and employers from key sectors.
Families engaging in local recreation and cultural life.
Natural landscapes and community amenities that define the region’s appeal.

Performance to date:

Supporting total campaign with 1.3 million views across digital platforms.
Integrated into campaigns generating 2.49 million impressions and 50,000+ site visits.
Contributed to the successful placement of 1,082 people in jobs since 2023.
Shared with 321+ employers, many of whom now use the video as a recruitment tool.

Sustainability & Production Approach
The video emphasizes sustainable economic growth by focusing on careers in sectors essential to long-term regional viability: clean energy, health care, value-added agriculture, and education. It promotes rural living as an environmentally conscious alternative to high-cost urban centers.

Production was designed for low impact:

Filmed locally using Alberta-based crews.
Travel minimized; talent and locations were drawn directly from partner communities.
Video assets were edited for modular reuse (e.g., short-form reels, sector-specific cuts) to reduce waste and maximize lifecycle value.

Conclusion
The Work NW Alberta promotional video is a powerful, place-based tool that speaks to both heart and head. As part of a cohesive and sustainable campaign, it reflects the authentic voice of Northwest Alberta and drives real results—supporting economic growth, talent attraction, and community pride. It is a model for how video can build identity, foster belonging, and influence positive change at a regional scale.