Tourism Agency of Regina forced to backtrack on controversial rebranding
The Regina Exhibition Association Limited board of directors, which oversees the tourism agency of Saskatchewan’s capital city, has been forced to reverse its controversial rebranding from Experience Regina back to Tourism Regina. The move comes after intense criticism from local residents and businesses who felt that the new brand name made light of the city’s name rhyming with female anatomy.
Opposition NDP Status of Women critic Jennifer Bowes and Regina Mayor Sandra Masters were among the vocal critics of the slogans that were posted on social media, which many felt were misogynistic, lewd, lazy, and sexist. CEO Tim Reid eventually apologized for the campaign, saying that it had “fallen short of what is expected from our amazing community.”
The board of directors has now pledged to undertake an independent review, led by a third-party consultant, to examine all aspects of the development of the Experience Regina brand and launch. Any further action will come after the review is complete, but the board has said that it will ensure the future of tourism in Regina aligns with the values of the community.
As the agency continues to consult with stakeholders throughout the process of choosing a new name, Tourism Regina is looking forward to supporting the local tourism economy essential to the city during the busy spring and summer seasons.
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