Making the city 'sexy' was always part of the plan for Experience Regina
CBC
March 16 was supposed to mark a new chapter for an organization in charge of tourism in Regina.
A decision to rebrand Tourism Regina to Experience Regina was supposed to "flip the narrative" and signal that organizations in the city support each other, one of the organization's employees said in an email.
The brand would officially relaunch with a number of dignitaries in attendance including the federal tourism minister, the CEO of Tourism Saskatchewan and Regina Mayor Sandra Masters.
The event had companies offering special drinks and promotional items with one of the most coveted being hoodies created by 22Fresh that were emblazoned with the Experience Regina logo and included one of the phrases that would doom all the organization's efforts: "The city that rhymes with fun."
It's a play on words that tries to capitalize on the similar pronunciation of the city's name and vagina. The language was criticized by organizations that advocate for survivors of sexual violence, including Sexual Assault Services of Saskatchewan — which last week penned a letter to Regina's mayor and city councillors.
"SASS is deeply concerned that a government body, using public funds, has endorsed a tourism marketing campaign that is built on disrespectful and harmful language, perpetuating a culture of harassment and abuse against women," read the letter.
However, before the launch, the hoodies were so popular that there was a special list of VIP individuals meant to receive them. Even Regina's mayor was asked if she wanted to have one ahead of the March 16 event.
"Mayor would definitely like one for the stage, if possible," wrote a communications and public affairs advisor from Master's office.
The emails were released to CBC through a freedom of information request for documents pertaining to the rebrand.
Just a few weeks later — and after the widespread backlash to the brand's overhaul prompted all advertisements about the hoodies to be pulled down — Masters would condemn the clothing during an interview on CBC Radio's The Morning Edition with Stefani Langenegger.
"I think that it offends some people. I think again private businesses that want to sell it, and have been selling it for years, can do it," she said.
"I think it's a misstep for the brand launch to have included it. I ultimately think what private businesses want to do is fine."
LISTEN | From March 23: Mayor addresses concerns about Experience Regina's marketing campaign
On Wednesday, Masters said the exchange was about a different hoodie, after consulting with her staff.
Eight casinos across southwest B.C. have been sold to First Nations in the last two years, with the province's gambling scene set to be reshaped as a result.
Hamilton hosts the Junos Sunday, and the musical awards show is bringing tourists, musicians, concerts and a ton of themed events to the city this week.
The multi-million-dollar deal at the heart of a high-profile fight between the Canadian government and one of the world’s biggest carmakers contains multiple clauses about the company’s footprint in Ontario, according to a copy obtained by CBC Windsor.
In recent months, Calgary police have carried out three day-long safety blitzes, parading out dozens of officers to flood an area with their increased presence — at least, temporarily.
A national organization is seeking people with experience in Canada's forestry sector as they put together a working group that will examine ways to improve forest recovery following wildfires.
Ella Heyder is bracing for a breakup, even though she already moved out decades ago.
Shawne Hopkins never saw it coming.
Politicians return to Queen’s Park Monday for a shortened spring session, as Premier Doug Ford prepares to unveil his eight budget amid heightened global economic uncertainty.
Despite a recent announcement that a water supply pipeline will be build in Oneida Nation of the Thames, some members of the community say that's no excuse for taking water for granted.
As scandal has swirled around former prince Andrew Mountbatten-Windsor, questions and curiosity have also focused on his ex-wife, Sarah Ferguson, and their daughters, Princesses Beatrice and Eugenie.
Friday may have been the first day of spring, but winter storms are not over yet for Newfoundland.
While we officially welcomed spring last week, an incoming system will be a reminder that snow is still very much part of the new season, especially early on.
The future of a national historic site in Fredericton is up for discussion at meetings across New Brunswick in the next few weeks as the Anglican diocese considers what to do about costly repairs needed at Christ Church Cathedral.