Work NW - EDAC

Work NW Alberta
Award Submission: Advertising Campaign

Campaign Title: “Make a Great Living. Live a Great Life.”

Video: Link https://www.youtube.com/@WorkNWAlberta

Purpose of Campaign
The “Make a Great Living. Live a Great Life.” advertising campaign was created to promote Northwest Alberta as a destination of choice for skilled workers, families, and entrepreneurs. Unlike informational outreach, this was a strategic promotional campaign designed to persuade audiences to take action—apply for jobs, relocate, or connect with employers.

The campaign serves as the promotional engine of the broader Work NW Alberta initiative, led by the City and County of Grande Prairie, MD of Greenview, Grande Prairie & District Chamber of Commerce, and Northwestern Polytechnic. The goal: attract talent, support business growth, and raise awareness of the region’s competitive advantages.

Structure & Media Channels
The campaign featured a multi-wave, multi-platform strategy with a consistent visual and message identity. Every ad reinforced the brand promise: “Make a Great Living. Live a Great Life.”

Key campaign components included:

Social media ads (Meta and LinkedIn) with targeted messaging by sector and demographic
Video ads showcasing real workers, families, and employers from the region
Short-form reels and testimonials for use in digital feeds and event screens
Print and display advertising at local and international events
Direct click-throughs to job listings, workforce profiles, and relocation resources on www.worknwalberta.ca

In-Market Promotions – Texas & San Francisco
To elevate the region’s visibility beyond Alberta, campaign materials were activated at:

A business development showcase in Texas, where promotional videos and ads highlighted the region’s workforce, industrial potential, and community appeal to U.S. investors and skilled workers.
A targeted digital and print push in the San Francisco Bay Area, focused on remote workers and tech professionals seeking affordability, career flexibility, and quality of life in Canada.

These high-profile placements positioned Northwest Alberta as a serious alternative to congested, high-cost urban centers—fueling interest in business attraction and talent relocation.

Results & Impact
From Fall 2024 to Summer 2025, the advertising campaign achieved:

2,490,680 impressions across Meta and LinkedIn
1.3 million video views
50,729 website visits from 32,000 unique users
321 businesses supported and onboarded
1,082 individuals placed in regional jobs (665 paid; 193 Highly Qualified Personnel)

Target Audiences
The campaign was tailored to reach:

Skilled tradespeople and healthcare professionals
Recent graduates and co-op students
Families seeking affordability and lifestyle
Immigrants and newcomers
Business owners and investors in target U.S. markets

Sustainability & Regional Pride
All assets featured real regional people and places, reinforcing authenticity while reducing production footprint. The campaign promoted long-term, sustainable industries—agriculture, clean energy, and healthcare—framed around staying, settling, and building a future here.

Conclusion
This was a truly promotional campaign—memorable, action-oriented, and locally grounded. “Make a Great Living. Live a Great Life.” wasn’t just a slogan; it became a rallying cry across platforms and communities. With strong reach, high engagement, and clear economic outcomes, Work NW Alberta’s campaign stands as a model for regional advertising that drives results and builds pride.