Word on the street (re: Twitter and CTV) is that Alberta’s new slogan will be “Freedom to Create. Spirit to Achieve”. This new string of words will cost taxpayers $25 million over three years to “re-brand Alberta”.
I heard this tasty tidbit a few hours ago and have been pondering since, is this truly fitting for the new Alberta? A vague and much less direct approach in comparison to the previous slogan “Alberta Advantage” which was ditched sometime after the price of oil dropped faster then Diplo’s beats, this new slogan was supposed to be more fitting to the current Alberta and the culture within. “Freedom to Create” begs some interesting interpretations. Is the AB government interested in calling attention to our incredible, although underfunded artist groups? Is Alberta looking to increase our cultural capitol instead of our resource capitol? “Spirit to Achieve” I feel much better about. Albertan’s do indeed have spirit, one watch of Question Period proves that. We are a feisty bunch and even if it takes a bit to rile us up, once were there, it sticks around (re: NEP hate, still going strong).
All in all, the new slogan means nothing to me. Which is a very bad thing. I am not inspired, I am not proud and I am not really sure what it means. I do not disagree that “Alberta Advantage” no longer suits, but if we are going to make a change, lets do it right.
“Freedom to Create. Spirit to Achieve.”
Maybe this is a joke and the slogan is actually just a advertising ploy to “create and achieve” a real slogan. Fingers crossed.