‘Quietly Incredible’ tagline aims to showcase Kawartha Lakes’ charm

DARRYL KNIGHT Local Journalism Initiative Reporter for The Standard

KAWARTHA LAKES: A family paddling along the Trent-Severn Waterway, a couple exploring the shops of Fenelon Falls, and friends sharing a quiet cottage weekend. These are the kinds of experiences the City hopes will come to mind, when visitors hear Kawartha Lakes’ new tourism brand: “Quietly Incredible.”

The brand was unveiled at a Committee of the Whole meeting, on Tuesday, September 9th, where Laurie McCarthy, Economic Development Officer – Tourism, presented the new identity on behalf of Explore Kawartha Lakes.

Developed through months of research, industry consultation, and more than 300 interactions with residents, visitors, and local businesses, the brand is designed to highlight the region’s distinct character.

“People told us what they value most about Kawartha Lakes: welcoming communities, peaceful outdoor experiences, charming historic towns, and of course, the Trent-Severn Waterway,” Ms. McCarthy said. “We’re more than just lakes. We’re a place where authentic Canadian experiences happen every day, and where visitors can feel both relaxed and inspired.”

While the municipality’s “Jump In” brand continues to be used, for City initiatives, Ms. McCarthy noted, tourism needed its own distinct look and message.

“‘Quietly Incredible’ captures that sense of understated charm and the wonder you find when you least expect it,” she said. “We’re not trying to compete with the hustle of Muskoka or Niagara. We’re offering a genuine, affordable alternative that’s just a short drive from Toronto.”

The brand launch will officially take place on Thursday, September 25th, alongside a redesigned tourism website and a month-long promotional campaign, in partnership with Destination Ontario, travel media, and local operators. A two-year marketing plan will follow, in 2026, with a focus on boosting Kawartha Lakes’ digital presence, showcasing seasonal attractions, and encouraging collaboration among tourism businesses.

Ms. McCarthy emphasized the economic value of tourism in Kawartha Lakes, noting, it supports small business growth, creates local jobs, and attracts investment.

“This brand gives us the tools to tell our story more effectively,” she said. “It reflects the pride our residents feel, while also inviting visitors to discover a place that’s welcoming, authentic, and, as the tagline says, quietly incredible.” Council received the report for information.