Subway billboards tell Toronto citizens to get away from ‘bigger homes’ in Alberta

At one of Toronto’s busiest subway stations, a series of billboards directly target the frustration of the city’s youth by offering another option: Alberta.

“Bigger house. Closer to work,” says a sign at Youngbloor station with a parallel image of a cyclist. In other words, “Engineers, accountants and plumbers have set foot in the countryside. They all get jobs.”

At the bottom of each billboard, the tagline “Alberta is calling” presents solutions to these problems.

The new advertising campaign is part of a $2.6 million ploy planned by the Alberta government to lure people out of Toronto.

Earlier this week, Alberta Prime Minister Jason Kenny visited downtown Toronto to take that message home.

“There are places in this country where you can afford to buy a home,” said Kenny. “That place is called Alberta.”

The average cost of a single-family home in the Greater Toronto area is $1.2 million, compared to $425,000 in Calgary and $360,000 in Edmonton, according to Kenny.

“It felt like a comment about Toronto from an uncommon source that some things went very wrong here,” Shoshana Sachs said after noticing an ad while passing through Youngblore Station on CTV. told News Toronto.

As an associate professor of civil engineering at the University of Toronto with expertise in urban infrastructure, she was keenly aware of the targeted messages surrounding housing and transportation in Toronto.

“We had our fingers precisely on the major challenges facing Toronto,” she said.

A video on the Alberta is Calling website takes the message one step further.

“My name is Alicia. I live in Calgary, Alberta. I see you happily playing with

“Housing costs in Toronto are astronomical,” she continues, sitting in a modern home that’s flooded with light and has plenty of space for the kids to run around.

“Honestly, what we have is day and night. Now I couldn’t imagine living anywhere else.”

In another video, Natasha reassures Torontons who are hesitant to move.

“I found a piece here that I thought I had to leave in Toronto,” she said.

“As a young person, building your own life, building your own community, finding your own interests is really rewarding.”

Saxe said the ads are working to rebrand Alberta, moving away from its common associations with the state such as trucks and oil, and instead gravitating towards bicycles and exploration.

“As a city, we want Toronto to say we’ve met you, and we’re going to work on that,” she said.

Subway billboards tell Toronto citizens to get away from ‘bigger homes’ in Alberta

Source link Subway billboards tell Toronto citizens to get away from ‘bigger homes’ in Alberta

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