REGINA – The rebranding of Regina’s tourism agency is being walked back as an independent review is set to examine what happened before the campaign rollout drew intense criticism.

Experience Regina was launched last month with the agency posting phrases on social media that seemed to make light of the Saskatchewan capital’s name rhyming with female anatomy.

The rebrand faced significant backlash with many saying it took the city backward in advancing women’s rights.

Experience Regina reverted to Tourism Regina today, with all websites and social channels going back to the agency’s original name

The Regina Exhibition Association Limited board of directors, which oversees the agency, says in a news release it will ensure the future of tourism in Regina aligns with the values of the community.

Tourism Regina posted on social media that the agency is committed to consulting with a diverse group of stakeholders throughout the process of choosing a new name.

This report by The Canadian Press was first published April 13, 2023.

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