June 9, 2025– The Thunder Bay Community Economic Development Commission (CEDC) has launched its new Work Here campaign—an ambitious initiative designed to attract new residents by spotlighting Thunder Bay’s outstanding quality of life.

Using vivid visuals and compelling video storytelling, the campaign invites Canadians to imagine building their future in Thunder Bay—a city where natural beauty meets urban convenience. Whether it’s hiking rugged trails, kayaking after work, or enjoying a vibrant arts scene, Work Here showcases the best of both worlds: adventure and amenities, in perfect balance.

“One of our top priorities is to grow Thunder Bay’s workforce,” said Jamie Taylor, CEO, Thunder Bay CEDC. “We’re addressing labour shortages by encouraging people from larger metropolitan centres to consider Thunder Bay as their next home. Here, residents enjoy the affordability and lifestyle of a smaller city without giving up access to essential services and big-city experiences.”

Beyond recruitment, the campaign seeks to reframe public perception of Thunder Bay, positioning it as a thriving, inclusive, and opportunity-rich community. “We’re continuing our efforts to reshape the narrative about Thunder Bay,” Jamie added. “Work Here reflects our pride in the community and our belief in what it has to offer.”

Running from June through September, the campaign is targeted at key Canadian metropolitan areas. It features a blend of digital and out-of-home (OOH) advertising—including social media placements and transit posters in Toronto’s TTC system—aimed at urban professionals seeking a better work-life balance.

All materials drive audiences to workinthunderbay.ca, where prospective residents can explore employment opportunities, lifestyle insights, and firsthand stories about why Thunder Bay is a great place to live, and work.