Motorists and cyclists entering Alberta will soon see new signs that read, “Welcome to Alberta. Strong and Free,” replacing the current “Welcome to Wild Rose Country” greeting. The Alberta government announced the upcoming installation of these new welcome signs at 22 border-crossing points with B.C., Saskatchewan, the Northwest Territories, and Montana this autumn.
Transportation and Economic Corridors Minister Devin Dreeshen stated in a news release that the new signs, adorned with the “Strong and Free” motto, proudly represent the province’s identity. The signs aim to greet visitors and welcome Albertans back home, whether they are returning from the Rocky Mountains, lush forests, or fertile farmlands.
After enduring 40 years of harsh weather conditions, the current signs have deteriorated and are due for replacement, as per the release. The government plans to invest $3.5 million in installing the new signs.
This rebranding effort aligns with the introduction of new licence plates this summer, featuring the “Strong and Free” slogan in place of the current “Wild Rose Country” motto. Notably, a recent survey revealed that Albertans selected Moraine Lake in Banff National Park as the backdrop for the new licence plates.