2023 Travel Manitoba Marketing Plan by Travel Manitoba

2023 Travel Manitoba Marketing Plan

About Travel Manitoba

Travel Manitoba is the only public/private non-profit tourism marketing organization that provides a province-wide platform to promote Manitoba as a premier travel destination.

Travel Manitoba is a Crown corporation whose role is to provide leadership by collaborating with tourism businesses, communities, destination marketing organizations and governments to realize the full potential for tourism in Manitoba.

Vision

Manitoba is a must-visit four-season destination generating sustainable economic growth by delivering inspiring and authentic experiences in its unique urban, rural and wild settings.

Mission

Travel Manitoba will support the recovery of tourism’s contribution to the provincial economy and will stimulate long-term growth by leading the marketing of Manitoba as a tourism destination and by fostering a competitive and sustainable tourism industry.

Targets

• Recover to the 2019 annual tourism expenditure level of $1.6 billion by 2024

• Achieve $2.5 billion in annual tourism expenditures by 2030 (50% growth)

Goals

1. Lead Brand and Market Positioning

2. Advance Destination Management

3. Foster Collaboration and Build Support for Tourism

Research and Data Management

Audience Overview

Travel Manitoba focuses on key audience segments to grow visitation that generates economic impact for the Province.

LEISURE TRAVEL

Leisure travellers are visitors who stay in Manitoba for the main purpose of entertainment, vacation, recreation and relaxation.

HUNTERS/ANGLERS

Hunters and Anglers are visitors who travel for the specific purpose of hunting and/or fishing adventures.

TRAVEL TRADE

Tour operators/receptive operators sell travel packages to consumers through their distribution networks.

TRAVEL MEDIA

Travel media is made up of journalists, bloggers, content creators and influencers who promote their experiences to their audiences.

LOCAL COMMUNITY

Members and leaders of the Manitoba tourism industry, along with residents and key stakeholders.

Manitoba’s ideal long-haul traveller

They love our bucket-list outdoor experiences and the chance to share these transformative moments with people from around the world. They believe travel is the most enriching when it’s experienced with others.

Manitoba’s ideal short-haul traveller

They love to load up the kids, hit the open road and explore our quirky, specialty or Francophone experiences. They feel right at home in Manitoba, and if they don’t have friends and family here already, they will soon.

Manitoba’s ideal local traveller

On weekends, we love to venture beyond our backyard to have some fun and try something new. The pandemic inspired a real sense of pride in what our province has to offer. We brought good winter gear and stepped up for local tourism businesses. Let’s keep that pride alive.

Manitoba’s ideal hunt-fish traveller

They love our remote lodges, our wide variety of fish and waterfowl species, and the monsters they can pull out of 100,000 lakes. They’re hunting for a thrill – plus the exclusivity, status and bragging rights that come with landing one of our master anglers.

2021 Visitor Profile

During COVID, visitation and visitor spending fell dramatically, particularly for US and overseas travellers to Manitoba. Some sectors were particularly hard hit including fly-in fishing camps, Churchill operators, the arts and culture sector as well as Winnipeg’s meetings and conventions facilities.

Source: National Travel Survey and Visitor Travel Survey, Statistics Canada

Gauging

Manitoba Visitor Spending Forecast

Manitoba is expected to return to 2019 visitor spending levels by 2023. International visitation and visitor spending will lag behind domestic recovery.

Visitor spending in three scenarios

Dollar values in millions

Source: Tourism Economics

Target Markets

Travel Manitoba’s efforts in international markets are aligned with Destination Canada’s strategy to target high value guests using new global partnerships, new media partners, tighter integration with airlines and high value trade partners. We benefit from the awareness that Destination Canada builds in international markets on behalf of the country and we leverage that awareness for markets of interest to Manitoba.

Target Markets

MANITOBA

Manitobans are our largest market. Marketing initiatives that targeted Manitobans during the pandemic (such as the road trip guide) resonated well with Manitobans and led to increased travel. While Manitobans spend less per person than other domestic and international visitors, there is significant potential to increase spending and length of visit.

Target Markets

CANADA

Other Canadian provinces represent Manitoba’s second largest tourism market. Historically, Ontario followed by Saskatchewan and Alberta have been the largest spenders in Manitoba. Close geographic proximity to north west Ontario and Saskatchewan makes these markets a priority. Draws include Winnipeg as the largest urban centre in the region as well as resort areas such Asessippi and Riding Mountain.

Target Markets

UNITED STATES

The US’s close geographic proximity, affluence and awareness of Canada as a travel destination make it a key target market for Manitoba. Historically, the US has generated significant visitor spending for Manitoba with individual states contributing more than countries like Germany, Australia and the UK.

Short haul markets such as Minnesota and North Dakota are particularly important along with long haul markets like California and Texas.

Target Markets

GERMANY

Pre-pandemic, Germany was the 3rd largest outbound tourism market in the world followed by China and the US. German travellers have significant interest in visiting Canada and significant alignment with Manitoba tourism assets including viewing wildlife, hiking in nature and northern lights. With an average spend of over $1,700 per trip, German travellers spend more in Canada than any other European market.

Target Markets

UNITED KINGDOM

Pre-pandemic, the United Kingdom was the 4th largest outbound tourism market in the world followed by China, the US and Germany. Tourists from the UK on average spend close to $1,500 in Canada per trip and stay around 12 nights. UK travellers are aligned with Manitoba’s tourism offerings including interests in northern lights, viewing wildlife and hiking in nature.

Target Markets

AUSTRALIA

Pre-pandemic, Australia was the sixth largest outbound tourism market in the world followed by China, US, Germany, UK and France. Australian tourists spend on average just over $2,400 per trip in Canada, staying an estimated 18 nights on average. Australian travellers are aligned with Manitoba’s tourism offerings including interests in northern lights, viewing wildlife and hiking in nature.

Lead Brand & Market Positioning

Travel Manitoba launched a refreshed brand in January 2023, building on the success of the Canada’s Heart… Beats brand.

The evolved brand focuses on the feelings that we all get when we see or do something amazing or when we visit a place whether it’s new or familiar. With the tagline Canada’s Heart Is Calling, the brand builds on the success of the previous Canada’s Heart Beats, which redefined Manitoba in the eyes of visitors around the world.

Canada’s Heart is Calling

For full details on the brand refresh, visit www.manitobabrand.com

Brand Assets

BRAND PLAYBOOK

A brand playbook and microsite house the brand story, brand pillars, brand voice, brand identity and brand toolkit for stakeholders.

VISUAL IDENTITY

A refreshed visual identity includes new graphic elements, fonts and new corporate Travel Manitoba logo.

COMMERCIAL SPOTS

New commercial spots for broadcast and digital mediums showcase Manitoba’s iconic experiences, featuring local Manitoba artists.

BRANDED MERCHANDISE

A new merchandise line provides quality products to locals, stakeholders and visitors. The online store is available at

www.shoptravelmb.com.

Integrated Sales & Marketing Activities

Activities and Initiatives by Market

Hyper-Targeting Our Audiences

Utilizing Destination Canada’s Explorer Quotient and overlaying Environics Prizm platform allows for hyper-targeting audiences to move them through the funnel from inspiration to visitation.

To clearly communicate with our traveller types, Travel Manitoba has developed a unique approach to categorizing the extensive travel experiences Manitoba offers. The analogy of “Boulders, Rocks, and Pebbles” provides a way of showcasing what we have to offer.

BOULDERS ROCKS PEBBLES

These are iconic experiences for which visitors may come from another country; the most unique or unexpected Manitoba experiences that help set our province apart; stories that will spark a traveller’s imagination.

These are those “don’t miss”, interestbased groupings that may draw visitors from another province. This category brings together Pebbles into groupings of assets built around the specific interests of our travellers. This helps us tell bigger, more powerful stories in which to attract our traveller types.

These are singular experiences that you might suggest a visitor see while they’re here; those experiences that may attract travellers who have specific interests, but for the majority of travellers who come here for other reasons, these tourism offerings add to their list of things to do.

Core Strategies and Activities Digital Marketing

Travel Manitoba will continue to invest in digital platforms and experiences as a key tactic in growing the tourism economy in a post-COVID world. Digital resources will be leveraged to push messaging to existing and new Manitoba leisure audiences.

WEBSITE

The award-winning travelmanitoba.com website will continue to be enhanced and refreshed, with an emphasis on the user experience.

SEARCH ENGINE OPTIMIZATION (SEO) AND

SEARCH ENGINE MANAGEMENT (SEM)

An ongoing SEO/SEM strategy will continue to position Travel Manitoba’s digital properties at the top of searches, build authority for search engines, and provide the most relevant content to answer questions.

CROWDRIFF

Travel Manitoba’s digital asset management platform will continue to capture and broadcast both owned and usergenerated content throughout its network.

Core Strategies and Activities Digital Marketing

TRIPADVISOR

TripAdvisor continues to lead the way with user-generated reviews and trip planning.

GOOGLE MYBUSINESS

Google continues to grow in the destination marketing space with tools such as Google Trends and Google My Business.

BANDWANGO

Leveraging the Bandwango platform, Travel Manitoba will continue to create curated experiences to drive traffic through the doors of local businesses.

EXPEDIA

Travel Manitoba will continue to partner with Expedia and its destination promotion platform to secure airline flights and hotel room bookings for Manitoba. This partnership will also tap into and leverage Destination Canada’s partnership for increased awareness, lead generation and content marketing opportunities.

PARTNERSHIP OPPORTUNITIES

Travel Manitoba will continue to offer innovative and collaborative partnership opportunities to elevate individual partners through Travel Manitoba’s digital strategies.

Core Strategies and Activities Digital Marketing

CONTENT CALENDAR

A comprehensive content calendar will continue to serve as a hub for planning, inspiration and timely content delivery.

VISUAL ASSET COLLECTION

Travel Manitoba will continue to collect and create new visual assets with an emphasis on diversity, equity and inclusion.

VIDEO

Travel Manitoba will continue to create professionally shot and organic video content to be promoted through its networks.

GIPHY

Travel Manitoba will leverage its vast video content library to create engaging, relevant GIFs (graphic interchange format).

EXPLOREMB BLOG

As Manitoba’s premier blog for things to see and do, ExploreMB will continue to create posts, partner promoted content, listicles, and unique stories to inspire and encourage travel.

ENEWSLETTER

Travel Manitoba will continue to distribute its eNewsletter and grow subscribers.

Core Strategies and Activities Digital Marketing

SOCIAL MEDIA STRATEGY

Travel Manitoba’s social media strategy continues to evolve and guide content creation for its many social channels including Facebook, Instagram, TikTok, YouTube, Linkedin, Pinterest and Twitter.

PARTNERSHIP OPPORTUNITIES

Travel Manitoba will continue to offer innovative and collaborative partnership opportunities to elevate individual partners through Travel Manitoba’s content marketing strategies.

Leisure Market Initiatives

SEASONAL CAMPAIGNS

Spring/Summer

• Travel Manitoba will continue to promote the spring/summer season through a dynamic campaign featuring road trips, urban experiences, stunning stays, the north and Indigenous experiences.

Fall/Winter

• Travel Manitoba will continue to highlight Manitoba’s iconic polar bear and northern lights seasons, along with showcasing winter as a bucket list experience.

Boulder Campaigns

• Travel Manitoba will continue to develop a series of targeted niche campaigns to support broader campaign efforts and highlight must-see experiences in Manitoba.

Leisure Market Initiatives

PUBLICATIONS

Inspiration Guide

• Travel Manitoba will resume and relaunch the year-round Manitoba

Inspiration Guide. Highly successful, this guide is a comprehensive overview of the province, leveraging stunning photography and experiential copy to lure travellers to book their trips.

DIGITAL MARKETING

Manitoba Explorer App

• Building on the success of the Manitoba 150 app, the Manitoba Explorer app, launched fall 2022, will encourage visitors and locals to explore various regions throughout Manitoba.

Leisure Market Initiatives

CONTENT MARKETING

Brand Collaborations

• Travel Manitoba will continue to leverage greater engagement, reach and content creation through partnership with select brands, publishers and influencers. These collaborations will create and redistribute content both on their own channels and on Travel Manitoba’s channels.

Podcast Strategy

• New for 2023, Travel Manitoba will explore the possibility of a podcast strategy and series to promote Manitoba, tell engaging stories, elevate partners and grow audiences and subscribers.

Leisure Market Initiatives

CONTENT MARKETING

Culinary Tourism/Agri-Tourism Strategy

• New for 2023, Travel Manitoba will explore the possibility of a culinary tourism strategy to promote Manitoba’s growers, makers, and creators.

Social Media Strategy

• Travel Manitoba will continue to build on its comprehensive social media strategy with a focus on:

– Instagram Reels

– TikTok

– YouTube shorts

– Influencer content creation

Hunt Fish Market

Manitoba has long been recognized as one of the world’s preeminent destinations for American anglers and hunters as the province has some of the largest and most diverse species of fish anywhere on the planet and a vast landscape home to millions of waterfowl and game birds and seven big game and predator species. The hunting and fishing industry accounts for $480 million in economic impact and makes up a significant percentage of the tourism economy (pre-pandemic).

Hunt Fish Market

TARGET MARKETS

Primary

• Angling enthusiasts (middleaged men)

• Past angling/hunting customers

GEOGRAPHIC MARKETS

Primary

• Manitoba

• North Dakota

• Wisconsin

• Minnesota

• Women

• Families

• New Canadians

• Millennials Secondary

• Michigan

• Colorado

• Nebraska

• Illinois Secondary

Hunt Fish Initiatives

Travel Manitoba will continue to leverage the ‘Hunt Fish MB’ brand through a comprehensive multi-channel experience-based approach and will highlight iconic experiences that will increase visitation and contribute to the recovery of the hunt fish industry.