This time of year, Waterloo Region (WR) has no trouble attracting visitors, but a local organization is hoping to boost tourism year-round by encouraging people to look off the beaten path.
Explore Waterloo Region (EWR) launched a rebrand that includes a new logo and slogan that encourages visitors to “Stay Curious.”
Ashley Lansink, Director of Marketing, EWR, told 570 NewsRadio that this move was done to help set the region apart from other communities.
“Historically, we didn’t have a brand foundation. We had a logo, a bit of a visual identity. But launching this new brand allows the organization to tell a compelling story, stand out from competitors and really reinforce who we are as a destination.”
Lansink said one of the really interesting things about WR is the contrast of experiences on offer.
“We have that perfect balance of the urban buzz of the cities and the rural charms out in our townships. No matter what kind of adventure you’re looking for, I think you’ll find an experience in WR that resonates with you.”
She went on to say the region is a bit of a hidden gem.
“I think people are surprised when they get here. When they see the vast amount of events, experiences, restaurants, farm-to-table meals, craft cider, we have hidden patios. There is so much happening here that people may not be aware of. So, we’re really trying to help grow awareness.”
Ensuring a strong tourism sector will be essential as WR continues to prepare for the population to reach one million. Lansink said it’s a major economic driver.
“Tourism revenue in our region really supports our local communities and our economies. Bringing in more tourism and bringing in those tourism dollars will be of economic benefit to our region, which will support all those goals we need to hit as our region grows.”
