United Counties of Leeds & Grenville: Destination Development

The United Counties of Leeds & Grenville boasts remarkable places to visit and explore, including the 1000 Islands, Rideau Canal, heritage sites, and charming villages. But as a tourism destination, it was all disconnected, lacking a unified identity and consistent brand story linking experiences and attractions across the region. And since everything felt separate, visitor experience and economic impact suffered. To help solve this problem and tie it all together, the Counties, led by the Economic Development Office of Leeds Grenville, consulted Alphabet® and our partners Twenty31 and FLOOR13.

We began by conducting a comprehensive review of existing plans and engaging stakeholders to identify opportunities, guiding principles, and common objectives. This led to the development of the Counties’ first regional tourism destination strategy, along with management and development plans. We also delivered a destination marketing and communications plan, featuring eight key initiatives:

Galvanizing the counties under one identity

To ensure a cohesive identity, we reviewed current destination brands and consulted with industry stakeholders. Limited knowledge of Leeds Grenville as a geographic location became apparent, and the need for a clearly defined brand was identified—one that showcased the region as a single destination. We chose the existing name “1000 Islands & Rideau Canal Waterways” before creating a visual identity for ongoing regional tourism marketing efforts.

Kickstarting itineraries and experiences

To stimulate visits throughout the region, we crafted themed itineraries aligned with travel trends and consumer preferences. Recognizing the importance of food and beverage in tourism, we developed two culinary-centric itineraries: Fresh Baked Adventures and Foodie Shop Adventures. Compelling content, created in collaboration with a local writer, was then promoted across various media channels, including digital and social.