Halifax Mayor Andy Fillmore says he and his office had a “good laugh” at a social media ad seemingly intending to persuade Halifax residents to move to Regina.

The ad reads: “Halifax, you’re not opening doors for me anymore … 💔 it’s time to move on.”

It then provides a link to liveinregina.com, which is a site that helps people looking to move there find a home and a job and shares what Saskatchewan’s capital has to offer for fun and culture.

The ad was created by Economic Development Regina, an agency for economic development in the Greater Regina Area.

Jen Pilsner, EDR’s director of brand, communications and strategy, told CBC’s Information Morning in an email that its Break-up with your City campaign “encourages people to evaluate their financial and career goals, and determine if a city offering affordable housing, quality of life, and career progression is a better fit for their future.”

“With the lowest housing prices among major Canadian cities. Regina residents spend less time in traffic and less household income on taxes, utilities, and housing costs.”

Halifax mayor admires ‘plucky spirit’ of ad

Fillmore told Information Morning he admires the “plucky spirit of it all.”

“I thought it was kind of entertaining, honestly, maybe even a little bit flattering,” Fillmore said. “You know, I know Mayor Chad Bachynski of Regina, he’s a great mayor.”

Fillmore said the difference between Halifax and Regina is that Halifax isn’t “trying to convince people to come here” because “people are already coming.”

Fillmore complimented the ad’s pink and orange colour choices and bold graphic design.

“They’re clearly trying something new. And this is what cities need to do in this era,” Fillmore said. “We’re so lucky that we’re in a little bit of a different situation where the growth is coming to us — in some ways faster than we can handle it.”

Fillmore said there are no plans for a counter ad.

The ad — which also has Calgary, Vancouver and Toronto iterations — does have some merit. Halifax is an expensive place to live. A report found housing prices are much higher on average than what households can afford. Rent prices are also on the rise. Electricity rates also keep going up, as do other utilities like water. With all the construction work, traffic does get heavy here too.

Ahead of his interview, Information Morning played a clip compilation of Halifax residents weighing in on the ad. Many of them defended Halifax’s ocean appeal and pointed out that Regina is landlocked.

The ad was fodder for the Halifax Reddit page last week, where someone posted a copy of the ad and asked “What did we do to Regina?” There were dozens of comments. Someone responded, “Halifax is bad, but not move-to-Regina bad.” Another posted, “This is Mosquito propaganda,” and someone replied, “The Ticks better step up their game.”

Fillmore said while the ad may not be getting people to pack up and move to Regina, it is “stirring people’s pride in Halifax.”

“It’s reminding us that we live in a really great place. So I’m enjoying watching it all unfold,” he said.

Regina mayor makes pitch

Bachynski, the Regina mayor, told CBC Regina’s The Morning Edition on Thursday that the people of Regina have a lot to be proud of too.

“We do have a lot of things that make us competitive as a city and as we continue to grow and continue to develop and continue to address some of the challenges, we’re going to need people to help us do that,” Bachynski said.

He added the campaign is informing people about opportunity in the city.

“For me, it’s about looking at the needs of our city and how we’re going to grow and making sure that we get the word out there that, you know, hey, Regina’s here and this is what we’re about.”

Pilsner of EDR said Halifax was a “natural fit” for the Regina campaign because people living here “have the skills required for the high-demand careers we have available, as well as the shared values of community connection, hospitality and work-life balance. And they are all-around great people.”

“Regina is a great fit for those who are looking to advance their career, while enjoying a lower cost of living, enhanced quality of life, and a real chance to get ahead,” the email concluded.

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