City of Regina
The City of Regina is the capital city of Saskatchewan with a population of around 264,000 people. Their communications needs typically cover infrastructure, recreation, and safety messaging.
The Challenge
We all want smooth roads and safe, reliable bridges. But construction can still be frustrating. It brings delays and not always enough information about what’s happening. Without clear communication, short-term disruption can outweigh long-term benefits.
The City of Regina set out to raise awareness of its construction projects, bring people to its project web pages, and build support by showing the long-term value of the work.
Our Solution
A refreshed strategy focused on outcomes, not obstacles, highlighting how each project contributes to a stronger, more livable and better-connected Regina.
Three clear narratives anchored the campaign:
- Supporting growth with modern infrastructure
- Creating more walkable and welcoming spaces
- Keeping the city moving
The Work
Project-specific messaging brought local benefits to life across major projects. A consistent look and feel tied everything together, with added focus on Dewdney Avenue and 11th Avenue.
A targeted, multi-channel approach used social, digital, radio and out-of-home to reach residents, businesses and visitors, especially near construction zones. Each platform drove traffic to Regina.ca project pages.
The Results
The campaign delivered more than 6.4 million impressions and over 21,000 clicks, driving residents to learn more.
Page views increased by 50% compared to the previous year. Engagement improved across channels, with more positive reactions and comments.
More importantly, sentiment shifted. By focusing on what construction makes possible, the campaign helped residents see beyond the disruption and understand it as an investment in Regina’s future.
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