‘Sexist and wrong’: Experience Regina slogans weren’t presented to mayor, tourism CEO ahead of launch | 24CA News
What began as a rebranded tourism division has was a controversial problem throughout Regina met with each hate and assist on-line, and now within the halls of metropolis council.
Earlier this month, Tourism Regina formally modified its identify to Experience Regina, with slogans like “Let’s make Regina sexy,” “The city that rhymes with fun” and “Show us your Regina.”
For Regina Mayor Sandra Masters, the rebranding was a misstep, particularly in terms of the slogans used, slightly than the general theme of Experience Regina.
“They were sexist and wrong, and they hurt and impacted people,” Masters stated. “It’s just bad for the city.”
According to Masters, on March 7, the council was proven a preview of the Experience Regina rebranding. However, not one of the slogans used on the precise launch had been included.
“It wasn’t part of the original brand that had been presented to (us),” Masters defined. “The slogan that was in there was not in the original launch.”
Tim Reid, the CEO of Experience Regina, stated the primary time he noticed the slogans used was the identical as everybody else – on the web site on March 17.
“Truth is, we let individuals make decisions. We put individuals in positions where they had authority to do things and we made mistakes.”
When requested how he wasn’t made conscious of the choice to incorporate the slogans, Reid stated they’re presently investigating.
“The approval process to have that released was not effective. The policies weren’t in place, they weren’t followed when they needed to be. The reality of this is there is much more to understand, and we don’t have all the details right now, but we will,” Reid stated.
“I think this is 100 per cent my accountability,” Reid went on to elucidate. “It is my job to make sure the guardrails, the processes and practices are in place to make sure these things don’t happen.”
Moving ahead, Reid stated no selections have been made on the way forward for the model, and as a substitute needs to take as a lot time as attainable to get the choice proper.
“We don’t have to change this tomorrow, but we have to absolutely make sure we are right,” Reid stated. “That we invite more people to the discussion and different people to the discussion…. We are not in the place we want to be today, but if we get this right, I think the community has to lead it.”
For each Masters and Reid, the Experience Regina marketing campaign has at all times been intriguing.
“The intention of the original campaign was a celebration of who we are,” Masters stated. “I actually really love the idea of Experience Regina…. When folks come to visit us they can’t believe how down to earth we are or how unbelievably friendly and helpful we are.”
The drawback was the way it was introduced, with slogans that harm and offended many.
“I am really proud of our city and I am proud of our name (Regina), of being the Queen City,” Masters stated. “That’s what we hope over the next couple weeks we will figure out. I hope we work past (the slogans) and have a brand we are proud of.”
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