A campaign aimed at preventing a labour shortage in Calgary was officially launched at an event downtown on Tuesday.

Calgary Economic Development (CED) is teaming up with members of the city's corporate sector for the project, which is called "Calgary. Be Part of the Energy."

The national marketing strategy aims to brand Calgary as an emerging international cosmopolitan centre to entice qualified workers and new businesses to the city.

"More than an energy capital, Calgary is becoming a hub for finance, technology, logistics and the creative industries. Our unique energy makes Calgary a destination for people from across Canada and the world as a place to build a life, business, and career," said Mayor Naheed Nenshi.

According to Nenshi, if Calgary's current unemployment rate of 5.8 per cent were to dip further, there could be labour shortages in some sectors.

In 2006 and 2007 Calgary's booming economy was plagued by a lack of qualified workers to fill the jobs that were available.

With many experts predicting Calgary will lead the country's economic recovery into 2014, "Be Part of the Energy" will raise awareness about the city as a global business centre, CED said.

The centerpiece of the campaign is an interactive website with video vignettes of business leaders and "high-energy Calgarians" showcasing why "the city is a great place to live, work and play," said CED in a release.