Alberta changing slogan on border-crossing signs to ‘Strong and Free’

People driving or cycling into Alberta will soon no longer be greeted by signs saying, “Welcome to Wild Rose Country.”

Starting this fall, the new greeting will be, “Welcome to Alberta. Strong and Free.”

In a news release issued Wednesday, the Alberta government announced it’ll be putting up the new welcome signs at 22 border-crossing points with B.C., Saskatchewan, the Northwest Territories and Montana this fall.

“Our new ‘Welcome to Alberta’ border signs are proudly branded with our ‘Strong and Free’ motto,” Transportation and Economic Corridors Minister Devin Dreeshen said in the news release, adding that the new signs reflect the province’s identity.

“Whether people are travelling from our Rocky Mountains, beautiful forests, or our fertile agricultural lands, these signs will greet visitors and welcome Albertans home.”

The current signs have withered after 40 years of harsh weather conditions, reaching the end of their usable lifespan, the release said. 

Installing the new signs is expected to cost $3.5 million, the release said.

The rebranding follows the province’s new licence plates, launching this summer, that will replace the current “Wild Rose Country” motto with the same “Strong and Free” slogan.

In a survey last year, Albertans picked Moraine Lake in Banff National Park as the backdrop for the province’s first new licence plate.