[Bigtime]

What do you all think of the new branding for the province? Alberta: Freedom to Create. Spirit to Achieve.?

Province launches new brand after dumping 'Alberta Advantage'

By Trish Audette and Darcy Henton, edmontonjournal.com March 26, 2009 7:36 AM

Forget the Alberta Advantage.

At a price tag of $4 million, after half a year of running focus groups in and outside the province, the government soft-launched its new brand Wednesday at a meeting of rural politicians in Edmonton.

In a video featuring images of the Rockies, the Muttart Conservatory, the Badlands and Edmonton's Fringe Festival, Alberta's new corporate brand is: "Freedom to create, spirit to achieve."

Albertans will see the full ad campaign — newspaper, television and radio ads — go live Thursday.

How the message is translated for international and interprovincial markets remains to be seen.

"This is a foundation. This is what Albertans told us they believed about themselves," said Paul Stanway, director of premier's communications.

Altogether, the province is spending $25 million on a new branding campaign, designed to counter international images of Alberta as an environmental bad guy and home to dirty oilsands.

The 15-year-old "Alberta Advantage" slogan is being retired in favour of a brand that champions Alberta's "open doors" and diversity.

Stelmach said it is important to get the correct information about Alberta and its values out to Americans and other customers to deal with the misconceptions that have been spread by some environmental groups.

"We're in a global competitive market. We export at least 60 per cent of what we produce and 90 per cent of that goes to the U.S., a trading partner that has had some serious economic consequences."

He said the program is well worth the $25 million it is costing taxpayers.

"Every time I watch the video it gets me emotional. It builds my compassion for this province," he said. "It's worth more than $25 million, protecting a $40 billion revenue stream."

He noted the money is being spent over three years and since only $4 million was spent last year, about $1 million will go back into the budget.

"But it's money well spent," he said.

Stelmach said the province will be working with industry, educational institutions and various organizations, including municipal politicians, to spread "the good news about Albertans."

The goal is to attract more tourism and more investment to the province and to deal with some of the "misperceptions about Alberta," he said.

"I feel good about it," Stelmach added. "All the pre-testing that has been done the people who have watched it felt very passionate about the province and they feel confident that's the best way to go."

Liberal Leader David Swann called the new slogan "nice words" but said Albertans are increasingly suspicious of the politics of the province's image.

"Albertans are looking for more than words," he said. "What's the payoff for this kind of investment?. ...

"I think it's irrelevant to most people's lives."

taudette@thejournal.canwest.com
dhenton@thejournal.canwest.com
© Copyright (c) The Calgary Herald
Link (http://www.calgaryherald.com/news/Province+launches+brand+after+dumping+Alberta+Advantage/1430509/story.html)

[wild wild west]

I like it, but I didn't think there was anything wrong with "Alberta Advantage" - it was short and to the point.

[lubicon]

I like it too, but didn't see a need for change in the first place. The new slogan does personify what Alberta and Albertans are all about though.

[Jimby]

we lost our advantage!

[Coldrsx]

i miss advantage

[Wooster]

Slogans are pointless and no one remembers them. ever.

Every city, province, state etc has them, so there's no point.

What I think the Alberta and its cities should do to market itself is simply use images to speak for them.

There's nothing more powerful than a strong image - it's way more memorable than any slogan and of course as they say - pictures speak a thousand words.

Alberta has scenery and many places that are second to none - shape people's image of Alberta through images.

There are lots of opportunities to plop images - for example subway stations in major cities. Here in Toronto, lots of place advertise on subway station walls, often with very big images. Recently, even travel Alberta had a series of very effective ads about the rockies in subway stations, seen here:

http://img.photobucket.com/albums/v311/joshwhit/travelalberta.jpg

Why not plaster huge, dramatic images of beautiful Alberta sceneries or our city's best neighbourhoods in places like subway stations, where hundreds of thousands of people can't help but see them. Imagine a wicked huge wide panorama of Calgary's skyline from Crescent ridge plastered at Yonge and Bloor? Or a great image of Edmonton Folk Festival, or Lake Louise, or of Stephen Ave on a busy summer day. I think that would really be effective.

The only thing the poster needs to say is simply "ALBERTA". nothing more. People will draw their own conclusions, and most likely create many more positive associations of Alberta or its cities.

[frinkprof]

Now that that's settled, let's get on with making rodeo Alberta's official sport.

[Bigtime]

Now that that's settled, let's get on with making rodeo Alberta's official sport.

Damn you Frink! Nooooooooooooooo! :D

[Beltliner]

At best, I'm indifferent to the slogan they've picked. A simple "Strong and Free" would have sufficed.

That said, the cursive logotype was a master stroke.* It flows freely; it's eminently legible; and the first two letters do a nice job of evoking the Rockies as well. As an added bonus, the cursive form would also be quite adaptable to being rendered in Cyrillic:

Альберта
Сильная и свободная

--though to get a better sense of how the actual logotype might work, you'll have to get Mistral and Monotype Corsiva to meet halfway.

______
* Yeah, yeah, yeah--two-thirds of a pun. I know. :P

[Innersoul1]

Hmmm and here I was waiting for something simple:

Alberta: The Most Dynamic Place on Earth! :D

[AUM]

$25 million on a brand.....a brand doesn't help improve wait times in the ER or relieve congestion on city roads....people complained about a $25 million price tag on the pedestrian bridge. Those same people better be out in full force on this one.

[wild wild west]

Hmmm and here I was waiting for something simple:

Alberta: The Most Dynamic Place on Earth! :D

No, "The Most Dynamic Place on Earth" is going to replace "Heart of the New West" as Calgary's civic motto!

[240glt]

Mottos are totally inconsequential, As illustrated by the above post.

[Kevin_foster]

Ugh

$25,000,000

Pay me 5% of that and I will give you a slogan!

[atlas_inc]

"Create & Achieve" would have been better I think.

[shogged]

http://www.calgaryherald.com/Business/Gallery+Logos+that+didn+make/1431016/story.html

here are the logos that didn't make the cut.

Keep in mind the logo and slogan was 4 million, the total cost of the entire ad campaign is 25 million. I don't mind spending 25 million on an ad campaign. Advertising brings in tourists with full wallets! I don't see it in the same ball park as the 25 mill bridges at all. The real question is did we really need a rebranding. I think its refreshing and I like that its not a western theme, or an "alberta is the best" kinda theme.

[Doug]

The new one is too generic. It could be the tagline for any jurisdiction in the world.

[Wooster]

The new one is too generic. It could be the tagline for any jurisdiction in the world.

That could be said for any tag-line, which is why tag-lines are pointless to begin with.

I'm telling you, just images should be the strategy for promoting the province.

[canlefty]

$25 million on a brand.....a brand doesn't help improve wait times in the ER or relieve congestion on city roads....people complained about a $25 million price tag on the pedestrian bridge. Those same people better be out in full force on this one.

Agreed! What an absolutely fucking disgusting waste of money... "yeah, a new 'brand'... that's just what we need".

I think it's time for me to move on from O&G contracts and start looking at sinking a big juicy government cash bag... screw Engineering, I can become a hip and trendy marketing consultant and blow $25 million to sit around a boardroom in a $15,000 suit "brainstorming". :banana:

[Beltliner]

...I can become a hip and trendy marketing consultant and blow $25 million to sit around a boardroom in a $15,000 suit "brainstorming". :banana:

Pace CODCO:

"Fifteen thousand dollars for a suit? Fifteen thousand dollars for a suit? I could kit out a regiment for the price of a fifteen-thousand-dollar suit!" :D

[jeffwhit]

Unless I can drive a car on this new slogan, it's a total waste of money. They probably used fancy European marketers to come up with it.

Seriously, anyone who bitched and moaned about a bridge, which is a physical object that people use and which will stand the test of time as a piece of beauty that will no doubt be photographed for generations to come, better recover from their apoplexy and start the protest march over this one.

[Wooster]

^ ha ha, yeah.

I bet they used some fucking European marketing firm too - instead of locals.

[Vascilli]

I could've done it for just $1m and it would've taken just a day. Hmm. Oooh, I'm a local, does that mean I get the contract?

[niwell]

It's okay I guess. Pretty generic, which others have pointed out. Alberta Advantage was short and to the point. There's no need to distract people with more words words words (seriously).

[Ramsayfarian]

I was hoping for "Alberta, Fuck Yeah!"

[Wooster]

I was hoping for "Alberta, Fuck Yeah!"

...coming again to save the mutha-fuckin' day, yeah!...

Oil - fuck yeah!
Mountains - fuck yeah!
no debt - fuck yeah!
Edmonton - fuck yeah?


:haha: ooooh team america, so funny

[Rusty van Reddick]

Slogans are pointless and no one remembers them. ever.

"I'm Lovin' It."

"It's the Real Thing."

"We Try Harder."

"The King of Beers."

"Toujours Frais."

This is about branding. This IS branding, it IS important, and I really like the new brand.

[Wooster]

"I'm Lovin' It."

"It's the Real Thing."

"We Try Harder."

"The King of Beers."

"Toujours Frais."

This is about branding. This IS branding, it IS important, and I really like the new brand.

I meant when applied to places. Sure branding is important, but slogans or tag lines aren't an effective method of branding places.

Quick! what's Vancouver's slogan? How about Miami's?

The correct answer is....No one knows or gives a fuck! The brands of these cities are far more powerfully imprinted through other means, media, pop culture and so forth. I was arguing that images are a more effective method of branding than these rather empty and generic words or stylized font.

[mersar]

I'm surprised no one has actually posted the new logo that goes with the brand yet:

http://img172.imageshack.us/img172/4016/abbrand.jpg

Or the site the province set up for it: http://albertabrand.com/

[Ramsayfarian]

I meant when applied to places. Sure branding is important, but slogans or tag lines aren't an effective method of branding places.

Quick! what's Vancouver's slogan? How about Miami's?



[/QUOTE]

Let's take a test. Match the location to the slogan.
The Big Apple
The Windy City
The Big Easy
The City of Lights
The City That Never Sleeps
The City of Champions
The Big Smoke
Emerald Island
Wild Rose Country

The big difference though, is that most of these taglines/slogans came about organically. I'm not saying I agree with what's happening here. I'm just disagreeing with your blanket statement. Slogans, Fuck Yeah!!

[wild wild west]

Let's take a test. Match the location to the slogan.
The Big Apple
The Windy City
The Big Easy
The City of Lights
The City That Never Sleeps
The City of Champions
The Big Smoke
Emerald Island
Wild Rose Country

The big difference though, is that most of these taglines/slogans came about organically. I'm not saying I agree with what's happening here. I'm just disagreeing with your blanket statement. Slogans, Fuck Yeah!![/QUOTE]


NY
Chicago
New Orleans
Paris
NY
No Comment
Toronto
Seattle?
Alberta

I agree with ya - a catchy slogan is worth something...especially if the media takes hold of it. That's what I liked about "Alberta Advantage"...easy to say, easy to remember, and it caught on with residents, visitors and the media.

Anyways, I really do like the new font and slogan - and I think the focus groups are an important part of coming up with a rebranding that will work both locally and in the larger business community.

Although, "Fuck Yeah!" does have a certain appeal too.

[Bigtime]

Let's take a test. Match the location to the slogan.

I'll play!

Well I was going to, but I see that WWW has already answered them!

Except for Emerald Island, is that Ireland?

Haha, I love the "no comment" for City of Champions. Although most don't know the true origin of that slogan. Hint: It has absolutely nothing to do with professional sports teams that play there.

[Beltliner]

...coming again to save the mutha-fuckin' day, yeah!...

Oil - fuck yeah!
Mountains - fuck yeah!
no debt - fuck yeah!
Edmonton - fuck yeah?


:haha: ooooh team america, so funny

Think you meant:

Oil! Fuck yeah!
Mountains! Fuck yeah!
No Debt! Fuck yeah!
Stampeders! Fuck yeah!
Edmonton!

Edmonton! Yeah, yeah, fuck yeah... :haha:

[freeweed]

Let's take a test. Match the location to the slogan.
The Big Apple
The Windy City
The Big Easy
The City of Lights
The City That Never Sleeps
The City of Champions
The Big Smoke
Emerald Island
Wild Rose Country

The big difference though, is that most of these taglines/slogans came about organically. I'm not saying I agree with what's happening here. I'm just disagreeing with your blanket statement. Slogans, Fuck Yeah!![/QUOTE]

The bigger difference is that those are all nicknames, not slogans. Call me pedantic, but there's a huge difference. Many of those places have since *embraced* their nicknames and used them in marketing, but still..

You're right in how they came about though, and that's really what influences their popular use and rememberance.

[Ramsayfarian]

I'll play!

Well I was going to, but I see that WWW has already answered them!

Except for Emerald Island, is that Ireland?

Haha, I love the "no comment" for City of Champions. Although most don't know the true origin of that slogan. Hint: It has absolutely nothing to do with professional sports teams that play there.

Correct on Ireland.

I lived in Edmonton when they slapped up those signs and it totally had to do with the Oilers/Eskimos. I can't remember the year, but it was back when Edmonton had both the Stanley and Grey Cups. I was never a fan of that. I thought City of Festivals would have been a better tagline.

[Ramsayfarian]

The bigger difference is that those are all nicknames, not slogans. Call me pedantic, but there's a huge difference. Many of those places have since *embraced* their nicknames and used them in marketing, but still..

You're right in how they came about though, and that's really what influences their popular use and rememberance.


Yes, most of those can be considered nicknames, but "The City That Never Sleeps" is more of a slogan, as is The City of Champions and for most part The City of Lights.

[wild wild west]

It's good to see I'm not the only Team America fan around here!

[O-tacular]

Speaking of organic nicknames what ever happened to 'the red mile'?

I dunno, I think the new slogan, as forgetable as it may seem still sounds less hokey and dated than 'the Alberta advantage'. What are we? President's Choice? A bank?

Anyhow, if you ask me dEaD Stelmach would do the province more good actually giving a shit and doing something about the environmental problems associated with not only the oilsands, but all our coal fired powerplants. Throwing 25 mil at an advertising blitz won't unkill 300 ducks that are seared into the world's collective memory. Our gov't slogan should be "Alberta: we kill ducks." Or "Dirty Oil Whore"(DOW for short).

[O-tacular]

http://fullmetalcynic.files.wordpress.com/2008/09/kin-jong-il.jpg

Harro!!!!!

[freeweed]

Speaking of organic nicknames what ever happened to 'the red mile'?

It's used many times throughout the year during hockey broadcasts. The hockey media really embraced it as a generic term for Calgary hockey related stuff.

[Bigtime]

I lived in Edmonton when they slapped up those signs and it totally had to do with the Oilers/Eskimos. I can't remember the year, but it was back when Edmonton had both the Stanley and Grey Cups. I was never a fan of that. I thought City of Festivals would have been a better tagline.

I thought the 'Champions' tag had to do with the citizens efforts in the wake of the big tornado up there?

Edit: From the wikipedia article on Edmonton:
On July 31, 1987, a devastating tornado (ranked F4 on the Fujita scale) hit the city and killed 27 people. The storm hit the areas of Beaumont, Mill Woods, Bannerman, Fraser, and the Evergreen Trailer Park. The day became known as "Black Friday." Then-mayor Laurence Decore cited the community's response to the tornado as evidence that Edmonton was a "city of champions," which later became the city's official slogan.

[240glt]

You are right Bigtime. A lot of people just assume it has to do with sports. That is not the case.

[Ramsayfarian]

http://fullmetalcynic.files.wordpress.com/2008/09/kin-jong-il.jpg

Harro!!!!!

That made me laugh out loud.

Back to our new slogan. It's not that bad, what really bugs me is the Disney font they've chosen for it. Makes us look like a Mickey Mouse province.

[twsnagel]

That made me laugh out loud.

Back to our new slogan. It's not that bad, what really bugs me is the Disney font they've chosen for it. Makes us look like a Mickey Mouse province.

And WTF is the blue square for? I can't think of any blue squares in AB - except for the coloured toilet paper that went out of style in the early 1980's...

Edit: Well, we are a mickey mouse province sometimes...

2nd Edit: Reminds me of how the RCMP hired Disney to do their marketing. I guess we have a mickey-mouse province to match our mickey-mouse national police force...
http://archives.cbc.ca/on_this_day/06/27/

[Ramsayfarian]

I thought the 'Champions' tag had to do with the citizens efforts in the wake of the big tornado up there?

Edit: From the wikipedia article on Edmonton:


That's news to me. The internet seems to lacking of any additional information on where the Champions tag came from.

I did find this on Wiki as well:

Edmonton, Alberta, Canada: Moniker given as a reference to the city's response to the devastating tornado of July 31, 1987 and also for sporting success during the 1980s.

http://en.wikipedia.org/wiki/City_of_champions

And no, I did not add that last bit myself. :)

[Ramsayfarian]

I did manage to find this image on Kijiji. I'm giddy with glee at the thought of that hanging in my office.

http://kijiji.ebayimg.com/i10/01/k/000/7e/a8/3357_20.JPG

[O-tacular]

I heard the first radio spot the other day. I found the slogan actually kinda catchy. But the rest of the ad made me sick. Talk about a mickey mouse ad. I'm sure it brought a tear to Eddie's eye.:yuck: