Alberta Liberals rebranding about broadcasting their roots: party head

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 The Alberta Liberal Party’s recently unveiled new lime green logo is part of a rebranding effort touting their strong Alberta roots and unique (and unrivaled) political lineage in the province, said Gerald McEachern, executive director of the party.

After falling to third place for the first time in two decades in April’s provincial election, the Liberals launched their new logo and website in October as part of an outreach initiative seeking to re-establish the party as a centrist alternative.

Looking to test the waters, the party embarked on mini outreach tour in southern Alberta three weeks ago, hosting open house events in Medicine Hat and Lethbridge.

So far the reception from the change has been almost uniformly positive.

“We had around 30 people show up in Lethbridge, and no one complained (about the rebranding),” said McEachern. “The response to the logo and corporate identity (rebranding) has been positive.”

The new logo and redesigned website had many pundits wondering whether the party, by abandoning the trademark liberal red, was looking to distance themselves from their federal counterparts, which are currently sitting in third place in the House of Commons and boast only four seats west of Ontario.

However, McEarchen said the rebranding effort is not about differentiating themselves from the federal Grits, which have no formal links to the provincial party, but rather about showcasing their homegrown values.

“There are plus and minuses about it (being associated with the federal Liberals) but the provincial party has no direct links to the federal party,” he said. “(The rebranding is about showing how the provincial) Liberal concept and brand has great range, (and it can accommodate) red Tory fiscal conservatives to everyone else.”

“The party has always had strong roots in the province,” he added.

In a province known for their long-standing political dynasties, the Alberta Liberal Party is one of only four parties to ever wielded power, in addition to the United Farmers of Alberta (UFA), the Social Credit Party and the governing Progressive Conservatives.

McEarchen sees the long standing PC reign as the ripest opportunity for the Liberals.

“The PC party has been in power for 41 years and will be the longest serving governing party (in Canadian history) when their current term ends. Any party in power for that long will eventually collapse and we are seeing that end of that cycle now,” he said.

With voters looking for change, Albertans, including those in the greater Calgary area, are being presented with a very stark choice, according to McEarchen.

“The question for Albertans is whether they want a party further to the right like the Wildrose Party, or further to the left like the New Democratic Party or one (the Liberals) that accommodates a wide range (of philosophies) and (is committed) to honest and transparent governance,” he said.




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