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.
