Northeastern Ontario Tourism (NOT) is hoping seven is a lucky number.
The tourism marketing agency has launched The Seven as a rebranding initiative, hoping to attract a new generation of travelers to this part of the province "while preserving the traditions, hospitality, and authenticity that have made the region a cherished destination for families throughout the years", said a news release.
The tourism group said The Seven is a reference to the 705 area code, which has been the defining telephone code for Northeastern Ontario for at least 50 years. No other area code in Ontario begins with the number seven.
The Seven is, of course, a take-off of The Six, the nickname rapper Drake (and not really anybody else) uses for Toronto. He’s said it’s both a reference to the city’s “416” area code, but also to the six municipalities that made up Metro Toronto prior to amalgamation in 1998.
NOT hopes the reference will attract a younger demographic of tourists to visit Northern Ontario.
"The introduction of The Seven is inspiring a younger demographic to explore the region located a few hours north of the GTA and beyond Muskoka,” the group said in a news release. “With the rebrand, Northeastern Ontario Tourism is embracing innovation and collaboration. By engaging new markets today, this campaign ensures that the region’s lodges, restaurants, and attractions will thrive for generations to come," said the release.
As part of the rebrand, Toronto-based marketing agency The New Business is releasing a series of social videos capturing the essence and unique experiences of Northeastern Ontario. The videos will complement a social media campaign promoting partners and trends that align with The Seven's core values, said the release.
The new brand also comes with a new logo that encapsulates the spirit of Northeastern Ontario. Retro merchandise embracing the nostalgia of Northeastern Ontario is also available and includes fun and stylish outdoor gear for purchase that showcases the region's timeless charm, said the release..
For more information about The Seven campaign, visit TheSeven.ca and NortheasternOntario.com.