Greater Sudbury Launches Bold New Tourism Brand and Website: "Wildly Unexpected"

Sudbury Tourism, a division of the City of Greater Sudbury, has unveiled a bold new tourism brand, marking a significant evolution in how the community is positioned to visitors.

Introduced at a launch event on May 20 at Kivi Park, the new brand, anchored by the tagline “Wildly Unexpected”, replaces Discover Sudbury and redefines the city as a vibrant year-round destination where nature, culture and urban energy come together in surprising ways.

The rebrand is the result of more than a year of research, industry engagement and creative development. It reflects the changing expectations of today’s travellers and positions Greater Sudbury to stand out in an increasingly competitive tourism landscape.

“Greater Sudbury has evolved into a destination that offers far more than people expect, and this new brand reflects exactly that,” said the City of Greater Sudbury Mayor. “It speaks to the strength of our community, the experiences we offer, and the pride we have in where we live. This is about telling our story more effectively, supporting our local businesses, and continuing to grow tourism in a way that benefits our entire city.”

The refreshed identity highlights what makes Greater Sudbury distinct, from more than 330 lakes and expansive boreal landscapes to a growing culinary scene, vibrant arts and culture and dynamic downtown experiences. It embraces the city’s contrasts, gritty and gorgeous, vast yet welcoming and full of unexpected discoveries, while inviting visitors to experience something unexpected.

The new brand is designed not only to attract visitors, but also to support local businesses and tourism operators by providing a clear, unified platform for storytelling and promotion. It also strengthens Greater Sudbury’s ability to compete with other popular Ontario destinations.

The project was informed by research and developed in collaboration with an agency experienced in repositioning destinations across Canada, helping ensure the brand is both authentic to Greater Sudbury and effective in market.

Coinciding with the launch is a newly redesigned tourism website, offering an enhanced digital experience, with improved navigation, inspiring content and trip planning tools designed to better showcase the destination and meet the evolving needs of visitors.

Explore the new brand at discoversudbury.ca.

As Greater Sudbury continues to grow and evolve, the new brand provides a strong foundation to increase visitation, strengthen the tourism sector and showcase the community as a must-visit destination in Northern Ontario.