Tourism Victoria has begun a six-week campaign intended to attract residents of Edmonton and Calgary to the city. The initiative, developed by Newad of Toronto, consists of branded messages on warm air hand dryers in the washrooms of participating establishments. Dryers in men's washrooms read, "Warm up your golf grip here," while dryers in women's washrooms read, "This warmth brought to you by Tourism Victoria." The campaign is being conducted in association with Think Social Media and The Weather Network. It also makes use of print advertising and social media activities. "Often, when it's minus 15 Celsius in Albertan cities, the thermometer indicates plus 10 in Victoria," said Trina Mousseau, marketing director at Tourism Victoria. "Our idea is to issue a friendly challenge to Albertans, by inviting them to take full advantage of Canada’s mildest climate."