After much suspense, the City unveiled its new slogan: 'Canada’s Most Notorious City' in May this year.

(L-R) Jackie L'Hereaux Mason and Mayor Fraiser Tolmie attended the reveal of Moose Jaw's new slogan.

Mayor Fraser Tolmie was excited at being able to finally share more pieces of the puzzle with the public and noted that the whole process started as a way for not only every one to shine in their own light but to have all businesses and organizations come together in a unique and exciting way.

"The thing is, now it's not just one entity's vision, it's a community's, and everybody's going to be buying into that. We're excited we're seeing that happen," said Mayor Tolmie.

The decision to rebrand was done as a way the City could attract more tourist attention to Moose Jaw.

According to the brains behind the operation, much consideration was put into the rebranding. Jacki L'Heureux-Mason Executive director for Tourism Moose Jaw, explained where it all started. 

"Gair Maxwell, he was sitting there listening to us all and he said he had a moment earlier when... I think it was at the Tourism office when we were touring him through the tunnels and all the things we have in the middle of the building and he said, very clearly, Canada's Most Notorious City. We all just sat there for about a split second, I think I was the first one to squeal. It was just one of those things that (we) went 100%, this is the way to go," explained L'Heureux-Mason.

Tourism Moose Jaw and the Moose Jaw and District Chamber of Commerce hosted their members, city officials and other community members to the official unveiling at the Yvette Moore Art Gallery where you felt transported into the early 1920s.

With the new year almost upon us, it's time for a new type of "Roaring 20's" in Canada's Most Notorious City.