Regina mayor admits putting too much on REAL's plate led to Experience Regina fiasco

A unanimous vote by city council has put an end a tumultuous period for Tourism Regina that saw a failed rebrand and criticism dominate coverage of an organization meant to market the city across the world. 

In June 2022, city council made Regina Exhibition Association Limited (REAL) the steward of Tourism Regina, hoping to find "increased focus and efficiencies," according to a report prepared at the time. 

On Wednesday, Mayor Sandra Masters said the decision piled too much work on REAL, an organization known as the primary driver and host of major events, conferences and hospitality services in Regina.

"Sometimes it looks like you have a lot of resources when you have 1,100 employees, but that doesn't necessarily mean you have enough hours available in the day to address all the needs," she told council.

REAL's board of directors says its recommendation to divest from tourism is the result of economic uncertainty and a shifting entertainment sector that requires the municipal corporation to focus on its core businesses. 

In March, Tim Reid, the chief executive officer of REAL, was joined by Masters and the federal tourism minister at an event to announce the rebranding of Tourism Regina to "Experience Regina" — an attempt to capitalize on a satirical tourism ad.

Just days later, Reid apologized for the campaign after it drew intense backlash for two slogans used to advertise the rebrand — "Show us your Regina" and "The city that rhymes with fun" — which highlighted 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 said the campaign was based around phrases that were disrespectful and harmful. 

The incident drew international attention, with media organizations such as the Washington Post and the New York Post filing stories on the topic.

It would later emerge through internal documents obtained by CBC that the campaign was always meant to "make Regina sexy."

The rebrand would ultimately be put out of its misery just a few weeks later, when REAL announced it was going to revert back to its Tourism Regina branding as it launched a third-party review of the brand. 

WATCH | Report released in July blames junior staff member for sexual slogan:

The review — carried out by Alberta consultant George Cuff — would ultimately conclude that the controversial slogans were implemented by a junior staffer who did not have authorization by senior managers at REAL.

It found that poor oversight, a busy CEO and underfunding contributed to the problematic campaign.