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Canadian advertising agency Newad has launched a six-week campaign promoting Victoria, British Columbia as a winter holiday destination to the residents of Alberta, using hand dryers to highlight Victoria's warmer climate.

Ads for Tourism Victoria have been installed by Newad in toilets in establishments in the Albertan cities of Edmonton and Calgary with the slogan 'Warm up your golf grip here' in the men's rooms and 'This warmth brought to you by Tourism Victoria' in the ladies'.

"Often, when it's -15˚C in Albertan cities, the thermometer indicates +10 in Victoria," explains Trina Mousseau, marketing director for Tourism Victoria.