In a bid to reignite wanderlust, both at home and abroad, while bumping up tourism revenue in the province, last week Travel Manitoba launched a new campaign and brand. After the tourism sector was adversely affected by the COVID-19 pandemic – and is only now beginning to rebound – Travel Manitoba knew it was time for a change, said president and CEO Colin Ferguson.
The goal of the organization’s newest campaign, “Canada’s Heart is Calling,” is to attract $1.6 billion in tourism revenue to Manitoba by 2024, and $2.5 billion by 2030.
Its last tourism strategy, called “Manitoba, Canada’s Heart Beats,” was launched in 2014.
Today’s travellers are seeking unique experiences they can share with family and friends, Ferguson said, and Manitoba is full of those experiences. The new brand uses multimedia to tell Manitoba’s stories and play on travellers’ desires, whatever they may be.
“We needed to harness the emotional impact of our most awe-inspiring assets and focus on the experiences and activities that our target markets are interested in,” Ferguson said. “The portrayal of our experiences needed more emotional connection – connection that makes the visitor part of the place they are visiting and makes that place part of them.”
Travel Manitoba collaborated with a team of creatives from around the province, including Winnipeg-based marketing firm Uphouse, to deliver the campaign.
“Bold moves are the reason Travel Manitoba and the tourism brand are the success that they are today. When travel is more competitive than ever, the industry needs to be cutting edge.”
Premier Heather Stefanson said Manitoba’s tourism sector is a “vital contributor” to its economy, employing tens of thousands of people. She stressed the private sector will play a crucial role in rejuvenating the local tourism industry.
“With an abundance of outdoor recreation activities, a competitive and 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 province,” Stefanson said.
“As our economy emerges into a new era of growth, this campaign will help ensure Manitoba’s tourism industry continues to be a key contributor to our economy and the growth of our communities.”