Discover the unexpected Fort McMurray Wood Buffalo

Fort McMurray Wood Buffalo Economic Development and Tourism (FMWBEDT) is showcasing the region’s new identity and destination name—Fort McMurray Wood Buffalo—through a provincial campaign that aims to share what life is like in the Northeastern corner of Alberta. The region is known as a place of incredible economic opportunity, and the campaign spotlights the unexpected, a family of close-knit communities, with rich culture and history, and breathtaking natural beauty.

“This campaign marks the first time we are owning and proudly sharing who we are as a place today,” said Kevin Weidlich, President and CEO of FMWBEDT. “Our ultimate goal is to broaden and deepen the understanding about our region, and we can’t wait for Albertans to get to know us better.”

Fort McMurray Wood Buffalo’s authentic identity is strongly linked to destination development plans to grow Alberta’s tourism sector. Working with Travel Alberta, the region has an emerging visitor economy that is poised to capture large scale meetings and conventions, sports tourism, and visitation for iconic outdoor experiences such as the northern lights, wilderness tours, and northern fishing adventures.

“The region has enormous potential to attract visitors from all over the country and the world,” said David Goldstein, CEO of Travel Alberta. “Alberta aspires to grow our tourism sector beyond the established destinations. Places like Fort McMurray Wood Buffalo are well positioned to meet the growing demand for more open-space destinations that offer unexpected adventures and experiences while bringing more jobs, revenue and investment to local communities.”

The region is an essential part of Alberta’s economy and moreover, its social and cultural fabric. As the province works through its ambitious plans to restore the economy, create jobs, and diversify, the region is doing its part to contribute to Alberta’s competitive advantage. Knowing what Fort McMurray Wood Buffalo has to offer contributes to building the broader value proposition for Alberta.

“When we compete together as a province, we hold a much stronger value proposition in the global marketplace,” said Malcom Bruce, CEO of Edmonton Global. “One of the best assets we have in Alberta is a really high quality of life. There's tremendous opportunity here. The narrative of the Fort McMurray Wood Buffalo region is a compelling one. It’s a welcoming community with excellent investment oppor-tunities that can attract global attention."

The region is known for investment and employment opportunities that attract companies and highly skilled people from all over the world. Many individuals and families soon discover that in addition to having a rewarding career, they can immerse themselves in the many natural wonders and experiences the region has to offer—from diverse cultures, languages, and ethnicities, to exploring Wood Buffalo National Park, Canada’s largest national park and UNESCO world heritage site.

“We see ourselves as partners in promoting what the region has to offer,” said Mark Prystupa, GM, Indigenous and Community Relations, Suncor. “Our employees and their families have access to amazing amenities and experiences—like North America’s largest recreation centre and the northern lights—right in their backyards. These quality-of-life features are invaluable to us for attracting and retaining a skilled workforce.”

About the Campaign: The Shape of a Well-Lived Life

The campaign creatively uses the regional icon as it explores what shapes life here—a close-knit community, rich culture and history, endless opportunity, and surrounded by natural beauty and wonder.

Albertans are encouraged to visit Fort McMurray Wood Buffalo’s campaign page: 

About Fort McMurray Wood Buffalo’s Regional Identity: 

In 2020, the region launched its very first region-wide place brand identity including its official name, Fort McMurray Wood Buffalo. The region has ten communities and twelve Indigenous communities, (six First Nations, five Métis Local Councils and one Métis Community Association). Visually, Fort McMurray Wood Buffalo’s regional identity proudly shows where the region is located in Alberta—which connects us to the strength of Alberta. The place brand’s strengths and assets of the place are reflected in seven core building blocks:

  • A place of incredible economic opportunity;
  • A place for families;
  • A place of innovation;
  • A place of remarkable Indigenous strength;
  • A place of natural wonder;
  • A place of strong community spirit; and
  • A place of diversity.