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The Regina Tornado "Brand"2
E.C. Rossie photograph showing tornado damage along Lorne Street.1915
Lorne Street, Regina, Saskatchewan
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The seed of the Regina Tornado brand began to take root on day one, with photographers rushing out to document the scenes of terrible destruction left in the storm's wake. Many of the professional and panoramic shots of the damage were taken by Leader newspaper photographer E.C. Rossie. Because cameras were not owned by many in 1912, Rossie's images have become icons of the Tornado brand, and have been reprinted many times in many forms.4
A crowd gathers to view the damage caused by the tornado.1912
Regina, Saskatchewan
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Five men from Corrine, Saskatchewan came to Regina to view the damage caused by the tornado.1912
Regina, Saskatchewan
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The spectacle of a ruined city lured spectators in from surrounding areas not just to help clean up, but to look too.7
'Saved from the storm', a cartoon published after the tornado.1912
Regina, Saskatchewan
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Souvenir booklet of images from before and after the tornado.1912
Regina, Saskatchewan
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Images of the tornado's aftermath soon found their way into newspapers, postcards and souvenir pamphlets. These materials were circulated within the city and spread beyond Regina's borders as they were sent to friends and relatives all over the world.While many tornado-related items and images were intended to satisfy curiosity and act as a legacy to remember the event, some people took advantage of the situation to drum up business.
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Advertisement in the Morning Leader newspaper following the tornado.July, 1912
Regina, Saskatchewan
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Some businesses simply capitalized on the needs generated by the tornado, such as a notice concerning limited supplies of plate glass, which was in high demand after the storm.12
Advertisement in the Morning Leader newspaper following the tornado.July, 1912
Regina, Saskatchewan
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Others took advantage of the fear provoked by the tornado, such as the Dominion Trust Company, Ltd. On July 2nd, a mere two days after the tornado, the Morning Leader contained an ad for Tornado Insurance: "50c per $100 for Three Years. Too Cheap to Be Without Protection."14
Postcard showing the damage on South Railway Street, with a message about the tornado on the back.July, 1912
South Railway Street, Regina, Saskatchewan
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