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Letter to the Editor and Response: Suggested re-brand for Moose Jaw unsatisfactory

Catherine Reichel has concerns about the city's new slogan; Tourism Moose Jaw's Executive Director Jacki L’Heureux-Mason responds
letter to the editor graphic stock
Letter to the editor. (Shutterstock)

Dear Ms. L’Heureux-Mason,

I am writing to you in regards to the new proposed slogan for Moose Jaw - the most notorious city in Canada - celebrating our dark past. I am not sure why this is seen as such a good idea? Names really matter and celebrating the darkness is tantamount to cursing our city. If we are wanting to promote Moose Jaw as a tourist destination, I think we need to come up with something positive.

I don’t think that depicting our city in this way is going to attract more people to make Moose Jaw their home. We need young families to make this their home in order for our city to survive and thrive and this is not of any help at all - this gives a very bad vibe. “Oh, lets move our business and our family to Canada’s most notorious city.” 

This is also a somewhat narrowed and racist depiction of our past. The First Nations peoples used the Wakamow Valley as a place of reconciliation and peace. This is a true and foundational part of Moose Jaw’s history. Why are we not celebrating this and emphasizing the message of peace, prosperity and hope?

I am asking you to seriously reconsider this slogan.

Waiting for your response.


Catherine Reichel


Ms. Reichel,

Thank you for your input. I was only one of about 35 people involved, so as you can imagine I have little to no say at this point.

In the world of marketing, standing out is critical. There is an excellent plan moving forward with this fun and tongue in cheek idea, and we will do everything we can to make this a success. I would urge you to lend your support, as together we can make this extremely worthwhile to this city we all love.

I appreciate you taking the time to reach out.

Jacki L’Heureux-Mason
Executive Director
Tourism Moose Jaw


The views expressed in these letters are solely those of the author(s) and do not necessarily reflect those of Moose Jaw Today, the Moose Jaw Express, its management, or its subsidiaries.


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