Travel Manitoba (Canada) unveiled a new campaign and brand in an effort to reignite wanderlust and boost tourism revenue in the province.
According to a Brandon Sun report, the COVID-19 pandemic has greatly impacted the tourism sector, and Travel Manitoba has recognized the need for a change.
The new campaign, “Canada’s Heart is Calling,” aims to attract CA$1.6 million in tourism revenue to Manitoba by 2024 and CA$2.5 billion by 2030.
Travel Manitoba president and CEO Colin Ferguson highlighted the need to assess the brand’s relevance to key target markets in order to position Manitoba’s tourism industry for success in both [the] short and long term. He added that the [previous] brand changed how people viewed Manitoba as a travel destination.
The previous tourism strategy, “Manitoba, Canada’s Heart … Beats,” was launched in 2014.
As per Ferguson, today’s travelers seek unique experiences they can share with family and friends, and Manitoba is full of those experiences.
The province’s new tourism strategy features multimedia to tell Manitoba’s stories and play on travelers’ 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.”
To deliver the campaign, Travel Manitoba collaborated with a team of creatives from around the province, including Winnipeg-based marketing firm Uphouse.
Alex Varricchio, co-owner of Uphouse, along with Kiirsten May, said it was essential to ensure the new brand was accessible and welcoming.
According to May, the future success of Manitoba’s tourism industry depends on being willing to take bold actions.
Premier Heather Stefanson also emphasized the importance of tourism to the economy and the jobs it provides, as well as the province’s diverse offerings of outdoor activities, sports and entertainment, and arts and culture.
“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.”
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