United Counties of Leeds & Grenville
Phase 1
Research & discovery
The trip started with desk research, a competitive scan, and reviewing existing plans for current destination brands within UCLG.
We also led discovery sessions to engage key stakeholders who helped identify challenges, opportunities, guiding principles, and common objectives.
Phase 2
Identify & Report Key Findings
In the next leg of the journey, we created a key findings report with insights uncovered from phase 1. Three findings were apparent:
- The region was disconnected and lacked a unified identity as a tourism destination.
- There were multiple stakeholders working independently without knowledge of neighbouring tourism offerings.
- The need for a brand strategy, visual identity, and a destination marketing and communications plan.
Phase 3
Create Strategic & Tactical Plan
The insights from the key findings report led to the first regional tourism destination strategy for UCLG, along with management and development plans. This cohesive strategy was accompanied by an action plan and detailed roadmap, featuring eight key initiatives.
Phase 4
Execute Identity & Deliverables
The voyage concluded by galvanizing the counties under one identity. Since “1000 Islands & Rideau Canal Waterways” was recognized as a tourism brand, it became the figurehead for UCLG’s visual identity and ongoing marketing efforts.
Kickstarting itineraries and experiences
To stimulate visits throughout the region, we designed themed itineraries aligned with travel trends and consumer preferences—ones that emerged from our initial research.
- Two culinary-centric itineraries promoting the wealth of food and beverage options in the region: Fresh Baked Adventures and Foodie Shop Adventures.
- Compelling content, created with a local writer, promoted across digital, social, and traditional media channels.
