No company in their right mind would invest 35 years in successfully marketing their brand, only to suddenly toss it out the window and start from scratch.
Yet that’s exactly what the Ontario government is proposing in a recently-released tourism study that recommends ditching the Sunset Country travel region in favour of one giant area stretching from Sault Ste. Marie all the way to the Manitoba border under the wonderfully-exciting name Superior North.
It’s clearly another case of Queen’s Park having no clue about our part of the province.
The reasoning behind establishing these new tourism regions is to better co-ordinate tourism marketing and management so each region can work towards creating “a unique brand and a stellar experience within a provincial brand.” Fair enough. Yet it can be strongly argued that Sunset Country already offers a “unique brand and a stellar experience,” which is why it makes no sense to unceremoniously erase it from existence.
People here have embraced the Sunset Country brand. There’s Sunset Country Ford, for instance, not to mention the Sunset Country Métis Association and the Sunset Country Squash Club. As well, this region is known as Sunset Country in 5-pin bowling circles—and we proudly wear its colours when competing against the five other zones that make up Northern Ontario at the “Open,” pins-over-average competitions, and YBC roll-offs.
Sunset Country is more than a name; it’s an identity. We are, after all, the last place the sun sets on Ontario, which sets us apart from the north shore of Superior, Rainbow Country, and the like. Quite frankly, it connotes an image of relaxing by a lake in the peaceful glow of dusk.
“Superior North” certainly doesn’t offer that same appeal, especially considering we’re located west of Lake Superior (obviously no one at Queen’s Park knows how to read a map).
There’s also the very real concern over how well you can effectively market an area the size of Western Europe—and the real danger that Thunder Bay and Sault Ste. Marie will grab the lion’s share of any funding initiatives if we’re swallowed up by Superior North.
If the province is intent on altering the current travel regions, then reduce the number to 12, not 11. That way, Sunset Country can continue to market its unique brand that offers tourists a great destination and experience.
Sure, there always room for improvement. But in this case, getting rid of us definitely is the wrong way to go.
Fort Frances Times
Local News from Across the Rainy River District
