These are just some of Thunder Bay’s qualities that form the basis of a brand new tourism identity for the city to be launched this month.

Tenacious, determined, and focused on the future is Tourism Thunder Bay’s new direction.
Aligning itself within the Community Economic Development Commission (CEDC), the agency is rededicating itself to growing tourism with a bold, creative direction that stands out among the saturated destination marketing of cities near and far.

It’s a competitive world in which branding must stand out to be noticed. The message to travellers is succinct: We Are Canada’s Premier Outdoor City. The place where the land meets the water. The biggest city on the biggest lake in the world. A place like no other, in other words.

This new approach is designed to appeal to those seeking a place that is adventurous and connected to nature, yet laid back with a slower pace than other destinations. It targets travellers who have never visited the city before, and ones who have, but will find reasons to return for more fun and adventure.
It is a new chapter for Tourism Thunder Bay with a new logo that is more reflective of the city’s laid-back nature and all that it has to offer citizens of Canada and the world who are anxious to travel again. Post-pandemic, Thunder Bay is a place where space exists to explore and enjoy.

The campaign’s colours – blues, greens and oranges – represent the air, water and sun that are Thunder Bay’s enduring elements.

The “Visit Thunder Bay” logo, in unexpected vertical placement, is meant as a bold wordmark inspired by the hearty spirit of the North. A more modern approach to reflect the city’s new and modern amenities.

The intention is to establish and strengthen Thunder Bay’s brand in regional, national and international markets in order to attract a greater number of visitors. This will in turn generate increased visitation, length of stay and visitor spending, benefitting Thunder Bay’s economy and building a sense of local pride as the message takes hold and more tourists are visible around town.

The overall approach is to make a visitor feel welcomed. To feel a real sense of connection to the expansive water and land that surrounds the city, with its many unexpected and growing culinary delights, and a vibrant arts and culture scene.
A new brand for a new era of travel to a city that stands apart and ready to welcome the world.

Translate »
Skip to content