Tourist destination reverses rebrand following social media outcry

By Harry Kemble
19/04/2023
Home » Tourist destination reverses rebrand following social media outcry

A tourism board’s rebrand campaign, which was blasted as ‘misogynistic’, ‘juvenile’ and ‘racist’, has been dropped.

Tourism chiefs in Regina, the capital of Saskatchewan province in Canada, rebranded Tourism Regina to Experience Regina last month.

However, its CEO quickly apologised after a series of slogans released alongside the rebrand were slammed by social media users.

The taglines included ‘show us your Regina’ and ‘the city that rhymes with fun’, which played on the city’s double-entendre name.

Some people called the campaign ‘gross, embarrassing, juvenile, cringe-level branding and misogynistic’ and others said it was racist because it included a video with a hoop dance, which is sacred in First Nations’ culture.

The tourism board has now said it is reverting back to Tourism Regina while it identifies new branding opportunities.

The statement reads: “We announce that will be opting back to the Tourism Regina brand until a possible new brand is identified.

“During this process, we are committed to consulting with a diverse group of stakeholders to ensure all voices are heard.

“While we determine what the future of Tourism Regina looks like, we look forward to getting back to work to support the local tourism economy essential to the city during the busy spring and summer seasons.”

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