Northeastern Ontario takes on a new moniker

Northeastern Ontario Tourism (NOT) has rebranded, drawing inspiration from Toronto and hip-hop star Drake in a bid to capture the attention of a new generation of travelers.

The region, now called “The Seven” (also based on its area code, 705), is positioning itself as “the antidote to The Six,” according to Trevor Beard, executive director of Northeastern Ontario Tourism, adding that it is a place where “you’ll get bug bites” and “you may burn the marshmallows,” but that it’s all just part of the fun.

“Northeastern Ontario is the province’s best kept secret,” he adds. “With this rebrand, we’re hoping to spread the word far and wide about this incredible, diverse and welcoming corner of the world.”

The rebrand stemmed from a conversation that Beard had with NOT’s board. As part of that conversation, the tourism authority dug into the data and realized that visitors had been trending toward a younger demographic, he explains.

“We saw an opportunity to refresh our brand – one that had largely remained the same since its inception – and introduce ourselves to a new generation while still catering to our repeat visitors,” Beard says.


The rebrand is rolling out across a series of social videos created with agency The New Business that will support a broader social campaign promoting the region’s lodges, restaurants and other attractions.

With the rebrand, the region is also rolling out new merchandise through its online shop.

“Our new brand is all about good vibes, so you’ll see more casual, approachable messaging,” Beard says. “Overall, we want our style to be authentic, real and inviting, just like the people who live here.”