New Brunswick is phasing out the slogan “Be … in this place” on provincial licence plates, saying the phrase has failed to gain popularity.
The minister whose department is responsible for the plates said the move reflects a decision to end the use of the slogan in all government marketing materials.
Margaret-Ann Blaney said many people never liked the slogan in the first place.
The phrase will disappear from newly issued licence plates when current stocks run out – likely later this year.
The government says it wants to hear from people on a suitable new tag line for the plates, or whether they’d prefer no slogan at all.
