Experience Regina apologizes for ‘misogynistic’ rebrand slogans

Before the backlash and apology, Global News spoke with Tim Reid about the rollout of the rebrand, with him noting they had been working on the project for several months.

What started out as an attempt for a rebrand in Regina has backfired, with some people calling out Experience Regina’s slogans as misogynistic.

Experience Regina, the newly rebranded Tourism Regina, launched its rebrand on Friday with slogans like “Let’s make Regina sexy,” and “Show us your Regina.”

While some people found the new approach humorous, many people took to Twitter to call the rebranding sexist and misogynistic, and calling for an end to the rebrand.

“We need to know where and when you got positive feedback for this rebranding? How does any tourism authority in this day and age commodify genitalia and no one within the whole process say maybe this isn’t a good idea?” read one comment.

“Do better. This is pathetic and disgusting,” read another comment.

Tim Reid, CEO of Experience Regina, issued an apology and thanked people for holding the organization accountable.

“I want to start off by apologizing, on behalf of myself and our team, for the negative impact we created with elements of our recent brand launch,” Reid said in a statement.

“There was such positive feedback around Experience Regina; however, it was clear that we fell short of what is expected from our amazing community with some of the slogans that we used. Regardless of our intent, the impact is valid, and for that, we apologize. Thank you for using your voice, thank you for holding us accountable, and thank you for allowing us to be better.”