EDMONTON — Alberta’s slogan — “Freedom to create; spirit to achieve” — is being phased out less than three years after the province spent $25 million on a rebranding campaign.
Premier Alison Redford calls the slogan “useless,” adding it was already falling off the radar.
The slogan was unveiled in an advertising campaign trying to draw people to the province.
The ad campaign drew attention in part because it used a photo of a beach from northern England.
It also got some laughs when then-premier Ed Stelmach mangled it during a news conference, starting off with “Freedom to achieve...” before catching himself and correcting the phrase.
Education Minister Thomas Lukaszuk says it’s all no big deal.
He says such things get tested out and if they don’t work out, everybody simply moves on to another one.