The City of Greater Sudbury is rebranding its tourism marketing, which it described in a news release “a bold new tourism brand.”
Unveiled at a launch event at Kivi Park on May 20, the city’s tourism department, Sudbury Tourism, unveiled a new website, a new brand and a new tagline: “Wildly Unexpected”.
Introduced at a launch event on May 20 at Kivi Park, the new brand replaces “Discover Sudbury” and “redefines the city as a vibrant year-round destination where nature, culture and urban energy come together in surprising ways,” a news release from the city states.
The release also states the rebranding required more than a year of research and creative development to come up with branding that “reflects the changing expectations of today’s travellers and positions Greater Sudbury to stand out in an increasingly competitive tourism landscape.”
Mayor Paul Lefebvre said the rebranding is about finding a way to tell the city’s story in a different way.
“Greater Sudbury has evolved into a destination that offers far more than people expect, and this new brand reflects exactly that,” Lefebvre said in the release. “It speaks to the strength of our community, the experiences we offer, and the pride we have in where we live. This is about telling our story more effectively, supporting our local businesses, and continuing to grow tourism in a way that benefits our entire city.”
A redesigned tourism website, which has the same name, DiscoverSudbury.ca, has also been launched.
“The refreshed identity highlights what makes Greater Sudbury distinct, from more than 330 lakes and expansive boreal landscapes to a growing culinary scene, vibrant arts and culture and dynamic downtown experiences,” the release states. “It embraces the city’s contrasts, gritty and gorgeous, vast yet welcoming and full of unexpected discoveries, while inviting visitors to experience something unexpected.”