While it wasn't meant to be released for another couple weeks, Moose Jaw's new slogan is 'Canada's Most Notorious City.'

The slogan was decided on after a number of meetings and brainstorming sessions between the Moose Jaw Chamber of Commerce, Tourism Moose Jaw, the Downtown Business Association and City Hall.

Executive Director of Tourism Moose Jaw, Jacki L'Heureux Mason, says the majority of reactions have been positive but she believes those who aren't in favour of it will change their minds once the slogan is properly revealed.

Executive Director of Tourism Moose Jaw Jacki L'Heureux Mason

"We were trying to find something that spoke to all of us, that would speak to putting Moose Jaw on the map for something that is interesting, exciting, and something we all agreed on was the fact that we wanted something that would create conversation and I definitely think we did that."

"I understand that when you pull something this shocking and you don't have visuals or a plan that people understand to go with it, it is going to be shocking. I really encourage anybody that is questioning it to just hold off on some of their judgment on it until we are able to release it more appropriately closer to spring."

L'Heureux Mason says there are already a number of cities in Canada that call themselves the Friendly City, and that they wanted to come up with something that would draw attention.

"We used a word that we know purposely would draw attention. There's a lot of fun that could be had with this word. I think people will understand that a little tongue-in-cheek about being notoriously friendly, notoriously generous or notoriously historic. All these kind of things are going to play in extremely well from a marketing perspective."

L'Heureux Mason admits that the slogan leaking early did put a damper on the official reveal they had planned, but she is glad that it has caused such a stir and revealed even she was excited to tell people after the decision on the new line was made.

And there will be more news coming from Tourism Moose Jaw Wednesday.

The City, Tourism Moose Jaw and Moosehead Breweries are making a special announcement Wednesday morning that has been described as 'significant' and refers to Mac the Moose and the record of World's Tallest Moose.

The press conference starts at 10 am.