Thunder Bay Lifestyle

Thunder Bay Lifestyle was created in response to a clear and growing need for more consistent, positive, and relevant messaging about Thunder Bay—particularly in the context of attracting and retaining workforce talent. As communities across Canada compete to draw and keep skilled professionals, Thunder Bay CEDC recognized the importance of a compelling, modern brand that could reflect the unique quality of life it offers. Rather than traditional economic promotion, Thunder Bay Lifestyle focuses on storytelling—highlighting the real people, places, and experiences that make Thunder Bay an exceptional place to live, work, and thrive.

The brand’s purpose is to reimagine and promote an authentic and positive image of Thunder Bay, grounded in the city’s lifestyle advantages. It exists to support the attraction of new residents, young professionals, and values-driven workers who are looking for a more balanced and meaningful way of life. By showcasing organic, community-led content, the brand’s Instagram platform connects with potential talent who may not have previously considered Thunder Bay as a destination for their career or family life.

The vision is to position Thunder Bay as one of Canada’s leading small cities for to live and work. The mission supports this by using real and relatable content to inspire audiences to see Thunder Bay as their forever home.

The brand is built on five key pillars that support workforce attraction and retention:

1. Authenticity First – Content reflects real voices and lived experiences, offering genuine insight into life and career in Thunder Bay.
2. Community-Led – Local residents, experiences, and business owners serve as storytellers, giving the brand credibility and relevance.
3. Digital-First & Data-Driven – Optimized for mobile and social platforms, the brand reaches talent where they already are, using analytics to guide content development.
4. Young Professional Focused – Tailored to Gen Z and Millennials in larger urban centres who are seeking affordability, inclusivity, meaningful work, and lifestyle alignment.
5. Lifestyle-Oriented – Promotes the intersection of career opportunities with nature, culture, and community—key values for today’s workforce.
6. Sustainable digital strategy – scalable content over wasteful promotions supports eco-friendly, cost-effective growth.

The primary audience for Thunder Bay Lifestyle includes skilled professionals aged 18–40, as well as remote workers, creatives, and newcomers who prioritize quality of life and meaningful community connections. Secondary audiences include post-secondary students preparing to enter the workforce, as well as talent scouts, investors, and site selectors seeking vibrant, lifestyle-oriented communities. Since its launch, the platform has successfully resonated with these groups—growing to over 16,000 followers in 1.5 years, with an impressive 7% engagement rate and an average daily reach of 4,000.

Challenges such as outdated perceptions and low awareness have been addressed through consistent, grassroots storytelling and diversified content formats, including a companion blog and in-person community engagement. The development of physical collateral helps extend the brand beyond the digital space. Items like posters, postcards, stickers, and other branded swag bring the identity to life—fostering civic pride and community support.

Thunder Bay Lifestyle is more than a brand—it’s a growing movement.