Durham Region
Durham Region, located on the eastern edge of the Greater Toronto Area, has long been recognized for its automotive manufacturing heritage. However, as the economy has evolved, so too has Durham’s identity. Today, Durham is forging a new narrative as the ‘Clean Energy Capital of Canada,’ a positioning that reflects the region’s strengths in energy innovation, talent development, and economic diversification.
A Transformative Branding Journey
Durham’s journey from an automotive manufacturing hub to a clean energy powerhouse has been driven by a well-researched and strategic branding effort. The region boasts four post-secondary institutions, including the only accredited nuclear engineering university degree program in Canada. It is home to two nuclear generating facilities, a microgrid research centre, a geothermal field, and an energy innovation lab, making it a natural leader in the clean energy sector.
With over 10,000 skilled energy sector workers and major investments from Ontario Power Generation (OPG), including the relocation of its corporate headquarters bringing 3,000 jobs, Durham has solidified its reputation as a clean energy hub. Recognizing this potential, Invest Durham and its partners developed a comprehensive branding strategy to amplify this strength, positioning Durham as a prime destination for investment in clean energy and related industries.
Unlike traditional place branding efforts that rely on large-scale marketing campaigns, Durham took a methodical and research-driven approach. The strategy focused on three key pillars:
- Establishing Authenticity: Extensive research confirmed Durham’s legitimate claim as Canada’s Clean Energy Capital, ensuring the narrative was both defensible and impactful.
- Search Engine Optimization and Digital Presence: The team secured the web domains, social media handles, and continuously published content featuring the claim to enhance online visibility and credibility.
- Stakeholder Integration and Consistency: A value proposition document was created and distributed to regional leaders, economic development partners, and municipal officials, ensuring alignment in messaging. Training sessions equipped business development representatives with clear, unified speaking points.
In addition to these foundational efforts, a range of targeted campaign activities, including videos, social media content, white papers, and event marketing, reinforced Durham’s brand identity. The messaging was woven into economic development initiatives and government communications, further embedding the narrative into the region’s identity.
Key Achievements & Impact
Targeted UNSDGs: Goal 8 (Decent Work and Economic Growth) & Goal 11 (Sustainable Cities & Communities)
Adoption by Key Stakeholders
Elected officials, industry leaders, and organizations such as Ontario Power Generation have embraced the narrative, incorporating it into marketing campaigns and official communications.Enhanced Media Presence
The Clean Energy Capital positioning has been featured in publications and platforms such as the Financial Post, Invest Ontario, and the Ontario Clean Technology Industry Association.New Business Investments
Companies like Black & McDonald, AtkinsRéalis, and Global First Power have expanded operations in Durham, further reinforcing its status as an energy innovation hub.Lessons & Scalability
- Authenticity is Key: A place brand must be grounded in real strengths and competitive advantages.
- Consistency Drives Recognition: Repeating the message across platforms and stakeholders ensures lasting impact.
- Stakeholder Buy-in Matters: Encouraging adoption by local leaders and businesses amplifies the brand’s reach and credibility.
Durham’s Clean Energy Capital initiative is not just a branding exercise; it is a long-term economic development strategy. By aligning its place brand with its economic strengths, Durham has positioned itself as a leader in sustainable energy, attracting investment, driving job creation, and ensuring a prosperous future for the region.
What the Award Judges Said...
Judges praised Durham’s place branding initiative for its strategic and well-executed approach to repositioning the region from its industrial past as a ‘car town’ to an emerging leader in clean energy. They highlighted the initiative’s effectiveness in securing buy-in from top decision-makers and local stakeholders, ensuring lasting impact through a systemic, long-term approach.
The widespread adoption of the ‘Clean Energy Capital of Canada’ positioning by officials and businesses was particularly noted as a strong indicator of success. Judges commended Durham’s use of social media, SEO, and targeted promotional activities to reinforce the new identity, recognizing the cost-effective and highly focused nature of the campaign.
Durham’s ability to connect its clean energy positioning to broader industrial trends was seen as a key strength, enhancing its reputation on both a national and North American scale. The branding initiative was recognized as an excellent example of repositioning a declining industrial area, with a clear goal, well-communicated strategy, and strong sector-wide alignment.
Behind the Scenes
Jacquie Severs, Marketing & Tourism Manager at Durham Region, shares how Durham’s strategic place branding initiative has repositioned the region from its industrial past to a leader in clean energy. She discusses the impact of Durham’s economic transformation, the evolution of its ‘Clean Energy Capital of Canada’ identity, and how this positioning is driving investment, innovation, and sustainable growth for the future.
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Congratulations to Durham Region on being named a finalist in TPBO's 2025 Place Brand Impact Story Awards, in partnership with PLACExNordic - the Place Attractiveness Conference by Future Place Leadership, and Brand Finance.
Our thanks to Durham Region and Jacquie Severs for sharing insights and resources supporting this showcase.
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