A novel approach, based on the doping of rich estuarine oil sands with calcium and/or clays, was developed to study bitumen extraction. The batch flotation tests showed that the addition of either calcium ions up to 40 p.p.m., or kaolinite, illite and montmorillonite clays at 1 wt% of oil sands processed had marginal effect on bitumen recovery from the estuarine ores. A sharp reduction in bitumen recovery was observed only when calcium ions greater than 30 p.p.m. and 1 wt% montmorillonite clays were added together. While bitumen recovery correlated well with changes in water/air/bitumen contact angle, no correlation was found between bitumen recovery and measured zeta potential of clays or surface tension of the supernatants from the flotation slurry. The wettability of bitumen was identified as a key element in determining bitumen recovery. The aqueous solution analysis for calcium ions showed that most of the added calcium ions disappeared from the solution when montmorillonite clays were present. The addition of illite or kaolinite clays changed the calcium ion concentration in the slurry only marginally. Stronger adsorption of calcium ions on montmorillonite than on either kaolinite or illite is considered to be responsible for the increased bitumen wettability, and hence reduced bitumen recovery.