FREDERICTON (CNB) – The tagline on provincial licence plates will be phased out as stocks run out later this year, Public Safety Minister Robert Trevors announced today.

"Taking the existing tagline off provincial plates will not cost anything," said Trevors. "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."

All current standard and specialty plates will remain valid and the general design will remain the same.

Prior to 1972, New Brunswick licence plates used the tagline Picture Province. Between 1972 and the introduction of the current plate in the summer of 2009, provincial plates had no tagline.

"We want to hear from New Brunswickers on what would be a suitable tagline or whether one is even needed," Trevors said.

Environment Minister Margaret-Ann Blaney, who is minister responsible for Communications New Brunswick, said the move reflects government's decision to end the use of the Be…In this place tagline in all government marketing materials.

"It is no secret that many New Brunswickers never liked this slogan when it was introduced," said Blaney. "It has never enjoyed wide acceptance among New Brunswickers and we felt it was time to confirm our intention to discontinue its use."

Blaney said most provincial government printed materials, including letterhead and business cards, never used the tagline. Existing stocks of materials with the tagline will be used up before any new materials are ordered.

Trevors said the government will listen to New Brunswickers over the coming months on whether they would prefer a different tagline or no tagline at all.