Results of review of Experience Regina branding to be released Thursday

The Experience Regina brand proved to be a bad experience for Regina Exhibition Association Limited.

The rebranding of Tourism Regina was unveiled March 16, but it wasn’t long before people started complaining about slogans like “Show us your Regina” and “The city that rhymes with fun.”

The online response prompted REAL president-CEO Tim Reid to issue an apology. Mayor Sandra Masters subsequently called the messaging “tone deaf,” but added she believed in the campaign.

Masters also said she expected REAL’s board to conduct a review of the controversial rebranding — and plans for that review were announced April 13.

The results of that review are to be released Thursday during a media conference at the International Trade Centre on the REAL campus. Independent consultant George Cuff, who did the review, and REAL board chair Wayne Morsky are to be on hand for the release.

But what comes out of the review remains to be seen.

“Any further actions related to Experience Regina will occur once the detailed and independent review is complete,” the board said when it announced the review.

“The Board will also engage local and diverse community groups to develop an inclusive long-term brand strategy that supports the future positioning of Tourism Regina and all associated elements.”

During that April 13 announcement, the REAL board also announced the organization that promotes tourism in the Queen City was returning to its previous name of Tourism Regina and was reactivating its website and social channels under that brand.