SaskatchewanA new billboard campaign in Pasadena, Calif. is calling on pop star Chappell Roan to follow through on her viral lyric — “I’m movin’ to Saskatchewan.”Campaign from travel site Skyscanner references the pop star’s recent shoutout to Saskatchewan in songJeffery Tram · CBC News · Posted: Oct 10, 2025 6:00 AM EDT | Last Updated: 7 hours agoA billboard seen in Pasadena, Calif. aims to lure pop star Chappell Roan to visit Saskatchewan. (Skyscanner)A new billboard in Pasadena, Calif. is calling on pop star Chappell Roan to follow through on her viral lyric — “I’m movin’ to Saskatchewan.”Travel company Skyscanner launched a billboard campaign ahead of Roan’s two sold-out shows in the city, on Friday and Saturday, asking the pop star to perform in the Prairie province.The billboard reads, “If you’re serious, Chappell — flights to Saskatchewan are $189 on Skyscanner.” Mobile trucks will also circle concert venues, part of what the company calls its “Saskatchewan DeTour.”The campaign adds another chapter to Saskatchewan’s unexpected pop-culture moment sparked by Roan’s single The Subway.Roan’s reference to Saskatchewan set off a wave of excitement.“It definitely left me speechless and so excited,” Toronto-based writer Abby Zinman told CBC’s This is Saskatchewan podcast. “It just doesn’t happen that often, especially in mainstream American music – we don’t get a lot of shout outs like this.”For Saskatchewan’s 2SLGBTQ+ community, the song’s mention struck an even deeper chord.Creator Kris Bynes, known online as Little Twink on the Prairies, said Roan’s lyrics felt like a love letter to queer fans on the Prairies.“Everybody thinks of Sask. as some place that’s just for yee-haw country boys,” Bynes said. “But baby, we exist here and we’re valid here and I want to wake that up.”WATCH | Go behind the scenes in the filming of the teaser for The Subway:So Chappell Roan wants to move to Sask.? BTS of her viral video and new singleChappell Roan is giving Saskatchewan some love in her new single, The Subway. The breakup song released Thursday night talks about escaping it all and moving to the Canadian Prairie province. In the leadup to the song’s release, Saskatchewan’s own Captive Media was hired by Universal Music Canada to film a special teaser video right here at home. We take a look behind-the-scenes of that viral post and at all the passionate reactions online. Even politicians got in on the excitement. Saskatoon MLA Nathaniel Teed wrote to Roan’s management team, saying the song “sparked unexpected joy and a real sense of connection,” and invited her to perform in the province.While Roan has said she “owes it” to fans to play a show in the province she sings about, her Visions of Damsels & Other Dangerous Things tour does not include a stop in Saskatchewan.Tune into This is Saskatchewan every Wednesday on CBC Listen or wherever you get your podcasts. ABOUT THE AUTHORJeffery is a reporter with CBC Saskatchewan in Regina. He previously worked at CBC Toronto as an associate producer. You can reach him at jeffery.tram@cbc.ca.With files from This is Saskatchewan
Billboard campaign in California calls on Chappell Roan to visit Saskatchewan
