THUNDER BAY – June 9, 2025 – The Thunder Bay Community Economic Development Commission (CEDC) has officially launched its latest initiative—the Work Here campaign—aimed at addressing labour shortages and attracting new residents by showcasing the city’s exceptional quality of life.
With a dynamic mix of video storytelling and eye-catching visuals, the Work Here campaign paints a compelling portrait of Thunder Bay as a city where nature, affordability, and vibrant community life converge. It highlights a lifestyle where professionals can spend their mornings on the trails, paddle after work, and still catch a local theatre show or concert in the evening.
“One of our top priorities is to grow Thunder Bay’s workforce,” said Jamie Taylor, CEO of Thunder Bay CEDC. “We’re working to bring new talent to our community by targeting professionals in larger metropolitan areas who are looking for more than just a job—they’re looking for a better life.”
The campaign positions Thunder Bay as the antidote to the high cost of living and over-crowding of larger cities, promoting it as a place that blends natural wonder with urban convenience. It also underscores Thunder Bay’s increasingly inclusive, welcoming community and the diverse opportunities available to newcomers.
Targeted Campaign Strategy
Running through September, Work Here is a nationwide awareness campaign focused on key Canadian urban centres, including Toronto, Vancouver, and Ottawa. The CEDC is leveraging:
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Digital advertising on social media platforms
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Transit posters and billboards in high-traffic areas such as Toronto’s TTC
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Targeted content that appeals to working professionals, skilled tradespeople, and families
The ads encourage viewers to visit workinthunderbay.ca, a robust digital hub featuring job listings, housing information, lifestyle guides, and personal stories from those who have already made the move to Thunder Bay.
“This campaign is about telling our story in a bold and honest way,” said Taylor. “It’s not just about finding workers—it’s about showing people that Thunder Bay is a place where you can build a career and a life with balance and purpose.”
Reframing the City’s Narrative
The Work Here campaign also plays a key role in Thunder Bay’s broader effort to shift public perception and boost regional confidence. It builds on years of work by the CEDC and community partners to highlight Thunder Bay’s strengths—including its education and healthcare systems, access to nature, and growing innovation economy.
“This is an invitation to dream differently,” Taylor added. “To those stuck in big-city grind, we’re saying: look north. You’ll find community, opportunity, and a lifestyle that makes sense.”
