Taxpayers federation takes aim at cost of Saskatoon's Link bus rebranding

The Canadian Taxpayers Federation is taking issue with the $300,000 price tag for a Saskatoon city bus rebrand.

The Canadian Taxpayers Federation says Saskatoon’s rebranding of Link (formerly known as the bus rapid transit system) was a waste of money.

The CTF’s prairie director, Gage Haubrich, said $317,757 was spent on hiring a design firm, Entro, to come up with a new name and brand for the public transit system.

Back in 2021, $500,000 was set aside for a bus rapid transit (BRT) wayfinding, branding and marketing budget adjustment.