Close, but Different: A New Tourism Campaign for Abitibi-Témiscamingue Blurs the Line Between Familiar and Fascinating
Aimed at Ontario travellers who might hesitate to cross the provincial divide, the campaign presents Abitibi-Témiscamingue as a close, yet uniquely distinct destination. At its centre is a groundbreaking (and completely serious) field study led by the region's most questionably credentialed researcher: Dr. David DeValdorien.
A self-proclaimed anthropologist, explorer, and part-time sports administrator, Dr. DeValdorien has devoted his life to investigating humanity's oddest cultural contrasts—from the Andes to the chip stands of Northern Québec. His latest research confirms what few have dared to suggest: while Northern Québec and Northern Ontario may look similar on a map, they are, in fact, profoundly, unscientifically, undeniably different.
At closebutdifferent.ca, curious travellers can explore his findings: insights into bilingual lakes, unusually expressive turtles, and human migration patterns tied to music festivals and rizz.
"This campaign isn't just about landscapes, drone shots, and dramatic voiceovers—though yes, we've got those too," says Martin Poitras, Director of Marketing at Tourisme Abitibi-Témiscamingue. "It's about curiosity. It's about crossing borders that feel bigger than they really are. We wanted to make people smile, spark their interest, and invite them into the personality of our region—where even the lakes are fluent in both official languages."
Borderline Bizarre Discoveries
According to Dr. DeValdorien's highly questionable research:
Lake Témiscamingue speaks French
French fries contain 60% more French
Turtles roll their R's
Festival's je-ne-sais-quoi trigger migratory behaviour
And campsites, unlike in Ontario, are surprisingly easy to book
All field notes, videos, and "peer-reviewed" insights are available at closebutdifferent.ca. Dive into the data. Question everything. Then maybe plan your trip.
Closer than you think. Just far enough.
Abitibi-Témiscamingue is just a few hours from Ottawa, Sudbury, North Bay, and closer to the GTA than most expect. Close enough for a weekend escape, yet far enough to feel like a real adventure. Every kilometre brings you closer to something wilder, freer, and unmistakably Québécois.
And while the findings on closebutdifferent.ca might raise eyebrows, the region offers the real deal:
Go underground and explore the region's mining legacy
Hike, bike, or paddle through Québec's most pristine wilderness.
Camp under the stars in Opémican, Aiguebelle, or La Vérendrye
Escape to a remote outfitter for comfort and quiet
Or join thousands this summer for Our Lady Peace, Smash Mouth, and Bran Van 3000 at Osisko en lumière in Rouyn-Noranda
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