From Ottawa Tourism (presumably aimed at members):
"Since 2017, Ottawa Tourism and the City of Ottawa have been collaborating to define and develop a place brand for the city based on Ottawa’s Place DNA™.
"Understanding what defines Ottawa as a great place to live, work, play, invest, study and visit, creates opportunities to enhance Ottawa’s reputation through the sharing of stories and experiences that stem from our city’s identity.
"An important step is creating a city-wide brand community of marketers, communicators and storytellers committed to utilizing Ottawa’s Place DNA™. To help you get started, we want to provide you with the necessary tools to leverage specific brand themes throughout your stories."
Occasion for the re-brand is Ottawa's population reaching the one million mark.
Local reaction to the new brand/slogan has been mixed but trending toward unfavorable.