The Regina 25 – A Celebration of People and Place
Purpose of Project (including anticipated outcomes)
In early 2025, Economic Development Regina (EDR) launched the inaugural Regina 25 – a first-of-its-kind, city-focused community recognition campaign designed to celebrate individuals making a meaningful impact in Regina. Built on five award categories aligned with themes from Regina’s Place Brand, the initiative set out to honour entrepreneurs, innovators, mentors, grassroots leaders, and newcomers who move the city forward. The campaign consisted of a digital nomination platform, coordinated social and media outreach, and an award presentation event.
The Regina 25 was created to foster civic pride, elevate authentic local stories, and build momentum around Regina’s identity as a place of growth, resilience, and opportunity. Through this campaign, EDR aimed to position the city not only as a great place to live and work but as a community that values and uplifts its people. The event was the capstone of the campaign, delivering a celebratory experience that created visibility for both the honourees and the city. The intended outcome was to foster community pride and engagement, while strengthening Regina’s reputation as a community of doers and difference-makers.
Effectiveness/Meeting Objectives (if known)
Objective: Share positive stories about Regina and its people
Result: The campaign received over 150 nominations, showcasing a wide range of community leaders, entrepreneurs, and changemakers. These stories continue to be amplified through social media, the campaign website, and partner networks.
Objective: Drive engagement through earned media and community collaboration
Result: The initiative garnered more than 13 earned media stories, with a combined reach of 18.9 million. Additionally, the campaign inspired an ongoing “Tell Me Something Good” radio segment on Play92FM, which continues to spotlight Regina 25 honourees, extending the life and visibility of the campaign.
Challenges & Changes Made:
With limited funding available to launch a net-new initiative, EDR focused on delivering a high-impact event with community value rather than scale. Strong local partnerships enabled in-kind contributions for brand development and publicity. Brand assets were repurposed to ensure consistency while controlling costs. These constraints encouraged creative solutions and deepened community buy-in.
Target Audiences (demographics)
- Engaged citizens eager to boost civic pride by sharing positive stories about the people who make Regina special
- Industry stakeholders, business leaders, and educational institutions who have a stake in growing Regina’s economic momentum
- Potential new citizens or investors interested in learning more about what makes Regina special
Any specifics as detailed in the particular awards categories:
The event included 25 personalized award presentations, local catering, branded promotional items, a panel of respected community judges, and remarks from the Mayor of Regina. A branded visual identity carried through every element, from signage to social media. The event also featured a custom promotional video and on-site photography. Every element reflected the campaign’s visual identity and reinforced EDR’s commitment to community and celebration of local impact.
Any details regarding the sustainability of your project. Sustainability is about being mindful of one’s place, processes, and mentality in order to influence change for the better of our communities, local and global.
Physical printing was minimized, reusable signage was employed, and all catering and services were sourced locally to reduce environmental impact and support Regina-based businesses. The project was designed to have lasting value – fostering community ownership, encouraging participation in future editions, and creating reusable assets that ensure long-term viability without additional resource strain.
