'Freedom To Create...Spirit To Achieve' - Macleans.ca

‘Freedom To Create…Spirit To Achieve’

Alberta’s new $4 million slogan is a case study in faulty focus grouping

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It cost $4-million and took six months of focus grouping both within and outside of the province, and still Alberta’s new slogan is as confusing and
as forgettable as the old one–“Alberta Advantage”–was solid, direct and unapologetic. Good luck remembering it five minutes from now, don’t hurt
yourself trying to figure out what it means. The Alberta Tories will spend $25 million pasting it up around the province in all formats. “Every time I
watch the video it gets me emotional. It builds my compassion for this province,” said Premier Ed Stelmach, who seems to believe this is just the medicine Alberta needs to battle those nasty environmentalists who have been so successful in besmirching the oil sands. “It’s worth more than $25
million, protecting a $40 billion revenue stream.”

Calgary Herald

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