2. Why an Alberta brand?
To define the province and our goals for the future
like never before.

3. The Alberta Advantage

4. Solid Groundwork –
Solid Groundwork
Key Research Findings
Most Albertans approved
Albertans welcomed the change
Attributes central to identity
Few in the US were aware of
Alberta’s economic strength and opportunities
Debate on the oil sands

5. Brand Strategy –
Brand Strategy
The Goals of the Alberta Brand
Future‐focused
A great place to live, work,
visit, and invest in
Tell the world Alberta’s
whole story
The Alberta Train

6. Alberta Internationally
We are not an island
on the worlds stage

7. B dS
Brand Strategy – Th Alb B dS
The Alberta Brand Story

8. Brand Strategy –
Brand Strategy
Brand Promise, Essence, Attributes
Promise: Freedom to Create. Spirit to Achieve
Essence: People Realizing Possibilities
Attributes:
Strong
Dynamic
Genuine
G i
Open
Aspirational

9. Protecting our markets
Our long‐term growth
and prosperity rely on
protecting our markets
i k
and creating new ones
The Offshore Technology Conference
‐ Texas

11. The Alberta brand and reputation
The Alberta brand and reputation
management

13. T ll It Lik It I
Tell It Like It Is
Albertans tackle our
challenges
GHG emissions
Clean energy ‐
technology
Carbon capture and
storage
Green energy research
G h
Air quality
Water quality