Travel Manitoba launched a new campaign and brand on Monday to reignite wanderlust at home and abroad while increasing tourism revenue in the state.
With the tourism sector negatively impacted by the COVID-19 pandemic and just beginning to recover, Travel Manitoba knew it was time for a change, said Colin Ferguson, president and CEO.
That’s when the organization’s latest campaign, Canada’s Heart Is Calling, was born. The initiative’s goal is to attract $1.6 million in tourism revenue to Manitoba by 2024 and $2.5 billion by 2030.
Ice-fishing shacks line the southern tip of Lake Minnesosa by the dam on Gray Monday. Travel Manitoba’s new campaign aims to boost tourism statewide. (Tim Smith/Brandon Sun)
“Knowing the work ahead to recover from COVID, we need to assess key target markets and brand relevance to ensure Manitoba’s tourism industry thrives in both areas. bottom. [the] Both short term and long term,” Ferguson said. ” [previous] The brand has changed the way people see Manitoba as a travel destination. He wanted to tell the next chapter of that story. ”
Its final tourism strategy, called “Manitoba, Canada’s Heart… Beat,” was launched in 2014.
Today’s travelers are looking for unique experiences to share with family and friends, and Manitoba is full of them, says Ferguson. This new brand uses multimedia to tell the story of Manitoba and meet the desires of travelers.
“We needed to harness the emotional impact of our most awe-inspiring assets and focus on experiences and activities that our target market was interested in,” said Ferguson. The depiction of our experience required a more emotional connection, a connection that makes the visitor part of the place they are visiting and the place a part of them.”
Travel Manitoba worked with creative teams across the state, including Winnipeg-based marketing firm Uphouse, to deliver the campaign.
Uphouse co-owner Alex Varricchio, along with Kirsten May, said it’s important to make new brands accessible.
“We wanted to make sure the brand was familiar. [Canada’s Heart is Calling] We need to invite more people into the fold. ”
The future of Manitoba’s tourism industry depends on not being afraid to make waves, May added.
“Bold moves are what make Travel Manitoba and its tourism brands the success they are today. [When] Travel is more competitive than ever…the industry needs to be on the cutting edge. ”
Prime Minister Heather Stephenson said Manitoba’s tourism sector employs tens of thousands of people and makes a “significant contribution” to the economy. She emphasized that the private sector will play an important role in revitalizing the local tourism industry.
“With an abundance of outdoor recreational activities, a competitive world-class sports and entertainment industry, and a vibrant arts and culture sector, there is so much to explore in every community in our beautiful state,” Stephenson said. I have.
“As our economy enters a new era of growth, this campaign will help ensure that Manitoba’s tourism industry continues to be a significant contributor to the growth of our economy and community.”
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