Canada welcomes over 500,000 immigrants annually. In response, the Alberta CAA Club (Alberta Motor Association) has launched Hello Alberta!, which works with settlement agencies to offer free services and financial savings for newcomers. Those participating in the campaign received a free one-year membership and two free driving courses, as well as support from Club ambassadors who spoke participants’ native languages. The programme aligns with the Club’s brand purpose – to help protect the things that matter most to Albertans. ​