Waterloo brand pitched to global businesses instead of Region of Waterloo

The Waterloo Economic Development Corporation's new promotional video, Waterloo, Inventing the Future, will be presented to businesses around the world, selling the region as a place to set-up-shop, relocate or expand a company.

But instead of selling the area as the Region of Waterloo, the area as branded as simply "Waterloo."

Lucinda Wallace said Waterloo is the brand that is being presented to the international audience.

"You take a look at searches on the internet, Google analytics, any sort of literature from an international perspective and definitely our community our most valued asset is that name Waterloo," said Lucinda Wallace, the senior director of marketing and strategy for Waterloo Economic Development Corporation. 

"We're just simplifying if for international target audience."

"The video really focuses on the diversity of industries within Waterloo region," said Wallace. 

"The breadth of our industry support ecosystem. The depth and quality of our talent pool, and then at the foundation of all it is our collaborative culture here in this community."

The Waterloo Region Economic Development Corporation started in 2016 with the aim of being the point of contact for those considering the area as a place to invest.

Now and then

That 15 minute film focused on Kitchener, population 59,000, as a manufacturing city with growing companies including Schneiders Meat Packing, and Dominion Rubber and Tire.

The film also bragged that 80 per cent of Kitchener residents owned their own homes.