Initiatives Prince George (IPG) has a goal: to strengthen the local economy of Prince George, by attracting new residents and businesses. IPG commissioned a workforce intelligence study, with the goal of informing and enhancing its workforce attraction strategy. The study identified the top ten occupations in highest demand in Prince George, in addition to the ten cities from which to recruit. It also reviewed the most important social and economic factors that people consider when choosing where they want to live.
As a result, the study identified the need for a campaign that would be the focus of a new promotional website. The goal of this campaign is to market Prince George in target cities across Canada, in hope of attracting the general population to move to Prince George, and assist local employers with their recruitment efforts.