People driving or cycling into Alberta will soon no longer be greeted by signs saying, âWelcome to Wild Rose Country.â
Starting this fall, the new greeting will be, âWelcome to Alberta. Strong and Free.â
In a news release issued Wednesday, the Alberta government announced itâll be putting up the new welcome signs at 22 border-crossing points with B.C., Saskatchewan, the Northwest Territories and Montana this fall.
âOur new âWelcome to Albertaâ border signs are proudly branded with our âStrong and Freeâ motto,â Transportation and Economic Corridors Minister Devin Dreeshen said in the news release, adding that the new signs reflect the provinceâs identity.
âWhether people are travelling from our Rocky Mountains, beautiful forests, or our fertile agricultural lands, these signs will greet visitors and welcome Albertans home.â
The current signs have withered after 40 years of harsh weather conditions, reaching the end of their usable lifespan, the release said.Â
Installing the new signs is expected to cost $3.5 million, the release said.
The rebranding follows the provinceâs new licence plates, launching this summer, that will replace the current âWild Rose Countryâ 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.
