Masters says process wasn’t followed with Experience Regina slogans

The City of Regina is still experiencing the effects of Experience Regina’s controversial rebrand campaign.

The city has received international notoriety from a campaign that featured slogans like “Show us your Regina” and “The city that rhymes with fun,” which have been deemed sexist and inappropriate by many in the community.

Mayor Sandra Masters herself admitted the campaign was “tone deaf,” but said Experience Regina CEO Tim Reid should not be fired.

On Thursday’s Greg Morgan Morning Show, she reiterated her stance on Reid, saying the ultimate decision will come down to the Experience Regina board of directors, which reports to city council.

“I just don’t think we dig holes and shove people inside of them when mistakes are made,” Masters said. “I think there can be reparation. (Experience Regina officials) already signalled they’ll be more inclusive in reviewing what goes forward.”

Masters said that based on her understanding of the situation, the approval process for the slogans wasn’t adequately followed.

“The postings on the website (were done in a way) that didn’t follow a process and was actually never vetted by the team itself,” she said. “That’s what they’re looking at internally is how it happened.

“We had folks unexpectedly away, so if the approver’s away, who does that person report in to? My understanding is that’s where a little bit of it fell down.”

Masters said the slogans that drew public ire weren’t included at the pre-launch briefing she attended earlier in March.

“We saw the slide deck, which was great. We saw the videos, which was great. We understood the rationale and the research that went into it,” she said. “A couple slogans that came out that ended up on the website were kind of nowhere in those slide decks.

“I think that’s a question council is asking and we’re waiting on a briefing.”