CALGARY – Calgary is asking you to “be part of the energy” instead of welcoming you to the “heart of the new west” in signs erected Wednesday as part of the city’s rebranding.

The slogan has been around for four years, according to the head of Calgary Economic Development, but signs on the city’s limits are just now being replaced. One such sign was put up on MacLeod Trail at the south end of the city, and another on Airport Trail near 19 Street N.E. earlier Wednesday morning.

Calgary Economic Development President Mary Moran said “be part of the energy” was developed after extensive research with the business community. She said it was initially meant to attract labour to the city, but the business community wanted it as a city brand as well.

The slogan is being adopted by Calgary Tourism, Meetings & Conventions Calgary, Calgary Economic Development, Sport Calgary and Calgary Arts Development.

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Moran said the “heart of the new west” slogan was out of date, and when trying to market Calgary in places like Dublin or Shanghai, locals had no idea what the old slogan meant.

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