Interview with The Place Brand Observer
Jacquie Severs on Durham Region’s Transformation into Canada’s Clean Energy Capital
In this interview with The Place Brand Observer, Jacquie Severs, Manager, Marketing and Tourism at Durham Region, shares the story behind this bold repositioning, the challenges of changing perceptions, and what’s next for the region’s clean energy leadership.
Jacquie, Durham Region has been recognised as a finalist in the 2025 Place Brand Impact Story Awards for its bold repositioning as Canada’s Clean Energy Capital. What inspired this transformation, and what does this recognition mean for the region?
Place branding must be authentic to the place. Durham Region has long been an automotive manufacturing centre, and while that remains an important economic driver, our energy sector is considerably larger in terms of economic impact and employment. However, it’s simply lesser known—locally, nationally, and internationally. Durham Region leads in clean energy generation, innovation, talent development, and all aspects of the supply chain that make it a strong industry cluster. I think that may have to do with how people think of electricity—it’s simply there when you turn the lights on, and it feels different from many consumer products.
With changes in the automotive industry over the past 20-plus years, being known as just a ‘car town’ has its challenges. We wanted to show both residents and potential investors that there is much more to Durham Region. We decided to focus on our strengths and investigated whether we could authentically claim the title of Clean Energy Capital of Canada—and found that we could. From there, we forged ahead with our strategy.
Being recognised for these efforts is incredibly valuable. It raises our international profile, validates our approach, and strengthens our efforts to build awareness of our community.
