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Alberta ads tie Trans Mountain pipeline construction to increased jobs


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May 11, 2018 by Jillian Morgan

PHOTO: Government of Alberta

ALBERTA—The Alberta government has launched a $1.29 million national advertising campaign to promote the construction of the Trans Mountain Pipeline expansion.

“Keep Canada Working” includes billboards, television, radio, search engine marketing, online display and social media.

Viewers are directed to KeepCanadaWorking.ca, which details the benefits of the $7.4 billion project to Canada’s economy and climate change plan.

The site also calls on Canadians to “take action” and share support of the expansion.

Ads connect the pipeline to economic activity, decreased reliance on American markets and funding for roads, schools, hospitals and green energy projects.

The combined government revenue over the first 20 years of operations is $46.7 billion, with a total of 37,000 jobs per year of the pipeline’s operation.

Revenue would be split between British Columbia, Alberta and the rest of Canada.

About $700,000 of the advertising campaign spend has been dedicated to advertising in British Columbia—where the expansion has received significant opposition—specifically Vancouver, Victoria, Kelowna, Kamloops and the west Kootenays, Abbotsford international and Nanaimo regional airports.

The campaign is scheduled to run from April 30 until the pipeline is in operation.


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