More than $1 billion in new investment is one of the tangible benefits of a civic promotional campaign undertaken by the City of Moose Jaw.
When Moose Jaw decided to refresh its motto of The Friendly City, it was hoping to create a distinction with the 20 other communities using the same slogan. They opted to build on their history – the legend of rum running and Al Capone – to rebrand themselves as Canada’s Most Notorious City.
In the three years since embracing the new moniker, they’ve survived an international Moose War with Norway and garnered headlines globally with a fresh, sometimes cheeky, view of their place on the planet — and it is paying off.
New figures from the administration suggest the city has attracted $1.25 billion in fresh investment capital since the rebranding as well as increased revenues from tourism and industry. Using culture and history as marketing tools is not always top of mind, but this is evidence it can be a potent force for a local economy.
