Escape like never before

The Cree Outfitting and Tourism Association, Eeyou Istchee Tourism, and Tourisme Baie-James are pleased to announce the official launch of the new Eeyou Istchee Baie-James brand image, including a new logo, signature line, shared web portal, and promotional video.

In April 2012, the three organizations adopted a joint tourism-development and marketing plan, which included the creation of a new brand image for the destination as a priority objective. A brand image is a crucial differentiating asset as it helps to shape people’s perceptions, thoughts, and feelings about the destination. We will use the new brand image to orchestrate messages and experiences to showcase the destination as distinctive, evocative, and memorable.

The region’s great challenge was to find a unique and powerful brand image to sell the destination and the tourism experience it offers. In that spirit, the three organizations decided to unite their vision and align their distinctive identities in order to position the region as an attractive destination for tourism customers.

  • The logo: the new visual signature represented by the Canada Goose evokes a spirit of opening out to the world, migration, freedom, and mutual aid. As a symbol of travel and the cycle of seasons, the Canada Goose is a unique and distinctive icon for the Eeyou Istchee Baie-James region. The circle, which is ever-present in Native culture and represents continuity, fairness, and Cree writing, is the graphic component that completes the logo.
  • The signature line: to reinforce their brand image, the three organizations have also adopted a new signature line: “Escape Like Never Before” This is a promise made to visitors in the region. This is a true opportunity for them to let go and enjoy a stimulating travel experience like never before.
  • New portal: the main objective of the new portal is to allow visitors to access a site that is shar
    ed by all three organizations. Using the portal, visitors can access each association’s web site or view a promotional video about the Eeyou Istchee Baie-James region. You can visit the portal at
  • Promotional video: finally, in order to promote the destination and publicize the new brand image, a promotional video about the region was produced. This dynamic and representative video can be used to showcase the destination to tourism customers.

United in our efforts to achieve a common goal – to make Eeyou Istchee Baie-James a world-class tourism destination – we hope that all organizations and associations in the region will adopt the new brand image and use it in their communications whenever they address external clients. If everyone takes ownership of the brand image and uses it proudly, the region will certainly benefit since it promotes us as a unique destination.