The Pontiac’s MNA, warden and several of its mayors were among those gathered at the Chutes Coulonge on Saturday in anticipation for the Pontiac MRC’s unveiling of a new brand image.

The project, a two-year collaboration with the marketing consulting firm Visages régionaux, is an initiative to refresh and rebrand the area in an attempt to reflect the evolution, changing priorities and visions for the future growth and economic development of the county.

“It’s a signal we’re sending to people who want to visit our region, people who are . . .

thinking of setting up shop in our region. [It demonstrates] that we are evolving, we’re at the forefront and can do things like this, that we’re proud of who we are and we’re putting it out there for people to see and enjoy,” said MNA André Fortin as he addressed the small gathering.

The fact that we are a population of 14,000 and that our territory occupies a 14,000 km² area is the focus of the campaign which uses it as a play on words while also displaying it as a part of the Pontiac’s attributes and assets.

“It’s very important to have a new image. We are one large family in the Pontiac. And we know that there are 14,000 reasons to bring people here. A lot of work has gone into this. I’m particularly proud of Cyndy Phillip, and her team and also our wonderful consultants at Visages régionaux,” said Warden Jane Toller. “I’d like to recognize the efforts of former mayor Winston Sunstrum and Donnie Gagnon as well as mayor Sandra Armstrong of Mansfield.”

The campaign aims to showcase Pontiac’s originality in hopes of defining it as being a flourishing diversified cultural region. It also aims to attract entrepreneurs to establish themselves in the area, as well as appeal to workers to come seek employment here, especially in the health and education sectors.

“Our mission at Visages régionaux is to help shape strong, ambitious, beautiful and proud communities,” said founder Marie-Ève Arbour. “Today marks a very important milestone since we’re presenting the outcome of the last two years of work. In addition to developing the brand we also accompany the MRC in its strategic plan.”

The brand was conceived in their first year of collaboration and accepted by the council of mayors, who then gave the green light to develop the communication strategy that was presented at the same time. This included creating a website and all the content to bring it to life.

“This new territorial brand aims to modernize the Pontiac in this communication. We also want the Pontiac to stand out in the Outaouais as a culturally diverse MRC, where people can lay down roots and thrive,” said Arbour.

The firm has consulted with 250 people from the area, conducted online consultation and focus groups with the council of mayors, employers and entrepreneurs to put together a better representation of Pontiac.

More than 100 Pontiac residents, business owners and entrepreneurs were also approached in putting together photo and video montages that will be highlighted on the website and other social media outlets.

“The last several years have brought a shift in lifestyles with more and more people escaping city life and embracing the values inherent in rural living. By positioning the Pontiac as a place of choice we hope to attract new residents and new workers, and really shine a light on what makes the Pontiac such a wonderful place to live, to work and to grow,” stated Cyndy Phillips, Director of Economic Development for the MRC Pontiac.

The “Pontiac 14,000 reasons” campaign will be deployed on several communication tools in the coming year. The website will permit people to become familiar with the region’s 18 municipalities and provide a closer, more intimate look at the people, the culture and the unique components of life in the Pontiac.

In a few weeks the collaborators will be following up with the launch of a provincial campaign to reach their target audience and new content will make its way to the website and on social media throughout the year, hoping to add to the 14,000 reasons to choose to live in and to love the Pontiac.

Pontiac residents will also be asked to contribute to the upcoming attractiveness campaign, according to MRC Strategic Communications Advisor, Colleen Jones.

In closing, MRC Director of Economic Development Cyndy Phillips acknowledged the financial support they have received from the Ministry of Municipal Affairs and Housing. “We’ve been very fortunate to receive two grants from the Ministry of Municipal Affairs and Housing, a significant amount, a $152,000 grant for phase one, and $245,000 for the second phase.”

She also thanked Anne-Emmanuelle Cyrenne of Visages régionaux, Colleen Jones and Claudee Galipeau of the MRC Pontiac who did a lot of work behind the scenes to make it all come together.

When asked what this launch means for the Pontiac, Toller replied, “I think the timing is perfect because we are, as a result of COVID-19, experiencing a population increase. And I think that as more and more people hear about the Pontiac and come to discover it, that the timing of this campaign will really increase the interest. And for those of us living in Pontiac, I think it was time for a new image.”

“I think that today, there’s great excitement that we will be the first region of seven to be featured in podcasts with Radio-Canada with CBC, and that this will go across the province. Those of us who live here know that we live in a very special place, and especially after COVID-19. We also know that 50 per cent of people want to live in wilderness and nature. And that’s what we have. So this is our opportunity to welcome the world,” Toller added gleefully.

When asked what he thought of the presentation Fortin commented enthusiastically, “I love this region, I love the people of this region, I love the landscapes here, I love the energy the region has and the uniqueness of it.”

“This exercise is a way for the region to convey the passion that we all have for the Pontiac, to people who might consider moving here, who are looking for somewhere to set up their shop, their life, their workplace. We have to entice nurses to come here, we have to entice education workers to come here and this is a great tool for us to share the passion we all have and to give people reasons to come here,” Fortin concluded.

The website can be viewed here: https://destinationpontiac.ca

Also in the works is a participation in a podcast about the region. It is a co-production of Visages régionaux and Radio-Canada which will be available on the Ohdio! platform in the spring of 2022 at the following link: http://ici.radio-canada.ca/ohdio?utm_source=Google&utm_campaign=AO-SEM&um_medium=cpc&utm_term=RCOHDIO&utm_content=brand

Following the MRC Pontiac Facebook page will keep everyone up to date on the next steps of this regional process. #Pontiac14K.

Pictured from left to right are MRC Pontiac employees Claudee Galipeau, Colleen Jones, Cyndy Phillips who worked in collaboration with Visage Régionaux founder Marie-Ève Arbour and her coworker Anne-Emmanuelle Cyrenne.

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