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Half of all residents would keep “Wild Rose Country” on the plates.

Calgary, AB – Most Albertans are rejecting the notion of new provincial license plates, a new Insights West poll has found.

In the online survey of a representative provincial sample, three-in-five of Albertans (60%) say they have followed recent discussions about changing the province’s license plates “very closely” or “moderately closely.”

The Government of Alberta has proposed three new designs for the province’s license plates. The new designs do not feature the phrase “Wild Rose Country” which has been included in previous license plates.

Across Alberta, only 26% of residents agree with the provincial government’s decision to remove the phrase “Wild Rose Country” from Alberta’s license plates, while 59% disagree with it.

“If there is a group of Albertans that is particularly distraught by the proposed change in license plates it is those aged 55 and over,” said Mario Canseco, Vice President, Public Affairs, at Insights West. “Almost two thirds disagree with the government, with half of them voicing strong disagreement.”

Albertans who voted for the opposition Wildrose Party in the April 2012 provincial election are the most likely to disagree with the Government’s plan (75%). However, most people who voted for the governing Progressive Conservatives two years ago (55%) are also rejecting the change.

When asked what phrase should be featured in the provincial license plates, half of all residents (51%) would prefer to keep “Wild Rose Country”. Considerably fewer Albertans would pick the provincial motto “Strong and Free” (20%), the government website, (4%) or some other phrase (9%).


About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has seventeen employees.

About this Release:

Results are based on an online study conducted from July 15 to July 18, 2014, among 603 Albertans aged 18+ who are Your Insights panel members. is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for BC and Alberta for age, gender and region. Results have a margin of error of +/- 4.0 percentage points, 19 times out of 20. Click here to view the detailed data tabulations for this study.

For further information, please contact:

Mario Canseco
Vice President, Public Affairs, Insights West


Photograph: normalityrelief