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Edgy tourism slogans for marketing Regina offer lesson

Paul Martin / July 14, 2023

In the world of communications and marketing, being edgy is the dream. The only problem is that you have to walk close to the edge to pull it off. And sometimes, too close to the edge.

That may be the primary lesson offered by the issues related to Regina’s latest tourism branding exercise.

We now have the independent report which catalogues the internal challenges related to governance in a bureaucratic environment with layers of authority and approval processes which often conflict with timeliness and deadlines. For those on the inside, the bureaucratic “CYA” system prevalent in public bodies offered protection that ensured everyone saved their jobs.

So, we will likely see some restructuring, but this story is destined for the archives now.

Nonetheless, we learned there is a difference between the public and private sector when it comes to marketing. Noted branding expert Gair Maxwell says your message has to evoke emotion — either love or hate but being neutral is worthless.

While Experience Regina did spark an emotional response that may have worked for a private firm, community values and limitations are far more restrictive for public entities.

Filed Under: communications, marketing, Regina, Tourism Tagged With: communications, marketing, tourism

Paul Martin

Paul Martin is the chair of Martin Charlton Communications. You’ve heard him on the radio, seen him on TV and read him in newspapers and magazines. Paul is a popular keynote speaker on topics ranging from the economy to tapping community potential. His unique blend of communication and business knowledge has made him a highly sought-after consultant. As the Chair of Martin Charlton Communications, Paul is MCC’s ‘go to’ guy for all things business in Saskatchewan. He is the chair of four Saskatchewan branches of TEC (The Executive Committee) – a global organization dedicated to improving the performance and enhancing the lives of CEOs – which has more than 50 CEOs and senior executives among its Saskatchewan members. The long and short: Paul knows the province’s corporate community and business economy like few others. He is a potent conduit for anyone looking to do business in Saskatchewan, Canada’s fastest growing economy. His strategic advice is unrivaled.

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