A transit official says it's serendipitous that Tourism Victoria got its ads on bus transfers just as Edmonton was getting its first blast of winter.
The spot was booked three months ago by the third-party company that manages advertising for Edmonton Transit.
"I like to think of it as 100% pure luck that they got the spot ... when we seem to be in the beginning of a nice, chilling winter," said Nathan Walters, the senior strategic marketing officer for Edmonton Transit.
When smartphone users point their phones at the QR code, they get taken to the Tourism Victoria site which boasts snow-free shots of the scenery.
"We know our friends in Edmonton aren't blessed with the good weather that we're blessed with," said Trina Mousseau with Tourism Victoria.
"So we're hoping they'll want to escape from their winter to come and enjoy sunny Victoria."
The ads appeared around the same time as city council endorsed a new winter strategy, which encourages Edmontonians to get outside and enjoy the frosty weather.