Edmonton's 'City of Champions' Branding Revival Moves Forward with Council Approval

Edmonton is poised to reclaim its iconic "City of Champions" moniker as city hall advances a comprehensive place branding initiative. The executive committee has unanimously directed administration to implement a newly developed framework aimed at showcasing the city's strengths and fostering civic pride.

Unanimous Decision for Branding Framework

On Wednesday, Edmonton's executive committee voted 5-0 to authorize city administration to proceed with implementing the place branding framework. This strategic move represents a significant step toward revitalizing how Edmonton presents itself both locally and globally.

Mayor Andrew Knack emphasized the importance of this initiative, stating: "Place brand is the type of materials we use when we're trying to recruit people and attract businesses. Also how we build up our own civic pride. This is work that every business and municipality does. I think it's a good opportunity for a refresh."

Historical Context and Modern Approach

Throughout its nearly 125-year history, Edmonton has embraced several distinct identities:

Gateway to the North - The city's original positioning
Oil Capital of Canada - Reflecting its energy sector dominance
City of Champions - Adopted during the Edmonton Oilers' 1980s dynasty

The new framework builds upon four foundational pillars: Invest Here, Live Here, Learn Here, and Play Here. This comprehensive approach aims to highlight Edmonton's diverse assets while creating consistent messaging across all promotional materials.

Strategic Focus Areas and Community Input

Chief communication officer Jennifer Badry outlined the framework's implementation strategy, which includes gathering feedback from 24 key organizations to identify priority areas for promotion. Following this consultation phase, a public report will detail what Edmontonians identify as their city's most admirable qualities.

The initiative will operate on a four-year cycle aligned with council's budget planning, with the initial program concluding coincidentally on Edmonton's 125th birthday.

Edmonton's Contemporary Strengths

The branding framework will showcase Edmonton's modern advantages, including:

One of North America's fastest-growing technology centres and leading AI development hubs
Ranked among the 25 best places in North America for filmmaking
Top 10 most affordable housing markets globally for cities of comparable size
Home to eight post-secondary institutions with approximately 100,000 students
First Canadian city included in the UNESCO Global Network of post-secondary institutions

Resources and Implementation

As part of this initiative, Edmonton has established why.edmonton.ca, a dedicated website providing free promotional materials available to anyone wishing to promote the city. This resource supports the framework's goal of creating unified messaging about Edmonton's economic opportunities, educational institutions, cultural attractions, and quality of life.

The place branding effort represents more than mere marketing—it's a strategic investment in Edmonton's future economic development and community identity. By refreshing how the city presents itself internally and externally, Edmonton aims to strengthen its competitive position while reigniting the civic pride that once earned it the "City of Champions" designation.