The Alberta government is in the midst of a marketing blitz to try to convince residents of two of Canada’s largest and most expensive cities to move to the province.
This is hardly the first time Alberta has counted on an influx of skilled workers to help keep its economic wheels turning. During the commodities boom of the tail end of the 20th century and the beginning of the 21st, Alberta was a huge beneficiary of a key economic feature of Confederation: the free movement of labour across provincial boundaries.
While the marketing campaign might appear a bit heavy-handed, the selling points of a move to Alberta are compelling – even beyond that overwhelming home-price advantage. Nevertheless, Alberta has an image problem among the young urban dwellers on whom its campaign is focused – an image that the currenta backward bastion of conservative values; an unrepentant champion of an environmentally unfriendly oil industry; as ill-suited, if not outright hostile, to the progressiveness and multiculturalism by which many people from downtown Toronto and Vancouver define themselves.
The UCP government has painted itself as a reluctant outsider in Confederation that sees confrontation as its best way to address its grievances – a message that has gained a great deal of traction among the province’s large base of conservative voters. Premier Jason Kenney derides the type of highly educated urban professionals who fill the Bloor-Yonge station every day as “Laurentian elites.”
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