By this point, we’ve all heard the message. We’re living in the “new” Saskatchewan. We went from a “have not” to a “have” province.
But just because we feel the effects of the economic boom, doesn’t mean the rest of Canada has.
To many the old stereotypes that paint Saskatchewan as a barren, boring province inhabited with only farmers is still the perception.
In his new role as the CEO of Tourism Saskatchewan, Pat Fiacco hopes to turn that around.
“Our goal is to have people visit this province, and leave with an incredible feeling about Saskatchewan,” said Fiacco. “I think that’s happened in the past, and I think there’s a big opportunity for us in 2013.”
Next year Regina will be in the national spotlight when it hosts a number of major events. The 2013 Grey Cup game will be played at Mosaic, and for the first time the city will host the Juno Awards.
Phoenix Group advertises for public and private Saskatchewan companies outside the province.
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Phoenix President, Pam Klein, says her job has never been easier.
“It’s an ideal time for us right now,” she said. “Saskatchewan’s economy is very hot and a lot of the good news story is being told for us.”
But while the promise of work or resources is a great way to get people here, it doesn’t give them a reason to stay.
“When people come for a job, or they come to invest, or move their company here they have that opportunity to see that richness and that quality of life,” she said. “That’s what keeps them here.”
But not eveyone agrees.
A quick search online still shows a lot of disdain for our Prairie frontier. The corporate branding of the “new” Saskatchewan hasn’t quite spread as public opinion.
In the past, Tourism Saskatchewan has focused on highlighting our sites, parks, and destinations.
Professor of Educational Technology and Media at the U of R, Alec Couros, says we need a campaign that’s more honest.
“I think that it’s really important to not only focus on some of the great things, but in our mediocre spaces where the view is not great there’s some amazing warmth and generosity in our communities,” said Couros.
He says we aren’t always helping our own cause. We often use social media to complain about Saskatchewan weather, but are less likely to highlight the good things about our province.
“I think this is a great place to live, and I think our social media presence needs to also share that message,” said Couros.
When Fiacco was Regina’s mayor, he launched the “I Love Regina” campaign. It was aimed at curbing the city’s reputation. Monday, from his hotel room in Vegas, he hinted that a similar strategy was in the works for a more human brand of the province.
“We’re going to put our heads together,” he said. “We’re going to get everybody, and I mean everybody, in the province involved. We’re going to have some fun with this.”
He hopes by the end of 2013, more people will think about Saskatchewan as their next tourism destination, and not just for fishing and hunting.
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