SASKATCHEWAN! CAMPAIGN PROMOTES PEOPLE, PLACE AND POSSIBILITIES

Premier Lorne Calvert has launched Saskatchewan!, a multimedia campaign that celebrates the people of the province and promotes the many opportunities here.

Announced in the mid-year estimates, the $1.5 million campaign builds upon initiatives undertaken by both government and the private sector, encouraging young people to pursue their future in Saskatchewan and attracting people to the province.

"We are letting young people and their parents, young families and those beyond our borders know Saskatchewan has many advantages that they'll find attractive," Calvert told a Saskatoon audience. "Whether you work in a trade or a knowledge-based industry, you can build a career here. You can afford health care, to buy a home, to drive a car, and to live a lifestyle where you
have time for family, friends or volunteering in your community. Saskatchewan truly is the best place to live, work and build a future."

"With a booming economy, we must make every effort to let Saskatchewan people know that they are needed here, and to attract out-of-province residents to meet our growing labour demands," Saskatchewan Chamber of Commerce president Ralph Boychuk said.

"First Nations people are playing an increasingly important role in today's economy, and our youth welcome opportunities to establish educational goals and pursue career opportunities in Saskatchewan," Federation of Saskatchewan Indian Nations vice-chief Lyle Whitefish said.

The campaign includes three 30-second television and radio testimonials that will air in Saskatchewan and online beginning February 4; web banner advertising; and a variety of print material including newspaper, outdoor and bus ads running primarily in Alberta and Saskatchewan, but also in Manitoba.  Participants include Keri Fox, a young electrician who owns her own business in Moose Jaw; Rob Fuller, a chef who immigrated to Saskatchewan and now
co-owns a restaurant in Regina; and the Sheepdogs, a Saskatoon band who recently launched their debut CD. Each testimonial describes individual experiences about why they love to call this province home.

Young people have identified that music and other cultural activities are important to them. The campaign will also raise awareness about the significant annual economic contributions the music industry makes, and profile special events being held in Saskatchewan such as the Juno Awards, the Canadian Country Music Awards and the Western Canadian Music Awards.

"We are a province with a rich and vibrant cultural community and given the number of great musical events that we will be hosting this year, it will be standing-room only in Saskatchewan in 2007," Calvert said. "It's all here, all year."

As the website is increasingly becoming the tool of choice for jobs seekers and those looking for information about Saskatchewan, www.gov.sk.ca has been refreshed, to become more interactive, informative and helpful for users. A new portal, www.saskatchewan.ca becomes a one-stop site for learning more about the province. It includes interactive features such as cost of living comparisons, a Saskatchewan jukebox and blogs from proud residents.

To learn more about Saskatchewan! please visit www.saskatchewan.ca.

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For More Information, Contact:

Shawna Kelly Culture, Youth and Recreation Regina Phone: 306-787-4967 Email: shawna.kelly@gov.sk.ca Cell: 306-539-1264