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It’s no joke anymore: Tourism Regina is now Experience Regina

New name to rebrand Tourism Regina adopts an old song that went viral on social media — and was originally meant to be a parody.

REGINA - A major rebrand has come to Tourism Regina, and it’s based on reviving an old song that had gone viral years ago.

“Tourism Regina is no more. As of today, we are... Experience Regina! Our City has been living this brand for a while now, and we thought it was time to own it,” read the Twitter post from the rebranded Experience Regina.

The organization also posted a video featuring the band Zayd, and musical artists Melodna and DJ Tolley T, singing and rapping to the Experience Regina song.

The Experience Regina song and slogan is actually based on a parody posted to YouTube in 2008 meant to poke fun at tourism videos in general.

The song was then rediscovered years later by Jay Onrait and Dan O’Toole of TSN who played it on the air. The song went viral, and it even led to the Regina Pats holding an Experience Regina night with Jay and Dan showing up at the game. 

The song also was featured on the Tonight Show Starring Jimmy Fallon, with Fallon playing the song on the air to uproarious laughter from the audience -- and from fellow cast members -- as part of his segment called "Do Not Play," featuring actual "bad" songs that you can't get out of your head.

In hinting at a rebrand earlier this week, Tourism Regina explained the rationale for officially adopting the slogan as their new name:

“Let's push the narrative; the same old is boring. Our city is changing, and that means we need to adapt.”