The Progressive Conservative government has dumped the "Be … in this place" slogan on New Brunswick licence plates and other printed materials.
The former Liberal government initiated the rebranding effort that led to the slogan and a stylized galleon that has been featured on government documents.
Service New Brunswick started issuing the new licence plates in August 2009, but no more will be printed once the remaining stocks are used up.
Public Safety Minister Robert Trevors said the decision to scrap the tagline will not cost any more public money.
"We have less than a year's supply of plates left in stock. Service New Brunswick will keep issuing them until they run out, which we expect will be later this year,' Trevors said in a statement.
'It is no secret that many New Brunswickers never liked this slogan when it was introduced.'— Environment Minister Margaret-Ann Blaney
New Brunswick licence plates carried the "Picture Province" tagline until 1972. Between 1972 and 2009, the licence plates had no tagline.
"We want to hear from New Brunswickers on what would be a suitable tagline or whether one is even needed," he said.
Trevors said New Brunswickers will be consulted on whether they want a slogan on the licence plate.
The former Liberal government spent $229,000 on research, consultation and development of the brand.
Environment Minister Margaret-Ann Blaney, who is minister responsible for Communications New Brunswick, said the provincial government is phasing out the "Be…In this place" tagline in all government material.
"It is no secret that many New Brunswickers never liked this slogan when it was introduced," Blaney said.
"It has never enjoyed wide acceptance among New Brunswickers and we felt it was time to confirm our intention to discontinue its use."
Most of the province's printed materials never used the tagline. And any stocks of materials that have the tagline will be used before new materials are ordered, Blaney said.