Alberta’s government announces it is changing the provincial slogan used on border-crossing welcome signs. The long-standing “Welcome to Wild Rose Country” message is being replaced with “Welcome to Alberta. Strong and Free,” according to reports from multiple Canadian outlets.
CBC News reports the change applies to Alberta’s 22 land border-crossing signs and will take effect for people entering the province by road starting this fall. Global News similarly states the new signs will drop the “Wild Rose Country” wording and use the “Strong and Free” message instead.
Winnipeg Free Press also reports the province is moving away from the “Wild Rose Country” branding on welcome signs and adopting “Strong and Free.” Across the coverage, the focus remains on the signage update and the new slogan, with no additional information provided in the excerpts about the reasoning behind the change or whether other forms of branding will be affected.
