2025 Travel Manitoba Francophone Marketing Plan
Francophone Tourism
Manitoba offers visitors unique historical and contemporary francophone experiences, setting it apart from other destinations. Among these experiences are distinctive ways to experience Métis culture and heritage. These assets form an important strategic advantage, as identified in the Manitoba Francophone Tourism Strategy, and are as essential to solidify Manitoba’s distinctive market positioning, target audiences and tactics. Travel Manitoba has added a dedicated specialist position to further enhance and develop this work.
TARGET MARKETS
Primary
• Cultural Explorers
• Authentic Experiencers
GEOGRAPHIC MARKETS
• Manitoba
• Québec (RV Market)
Secondary
• Adventure Seekers
Francophone Tourism Initiatives
DIGITAL MARKETING
Travel Manitoba will continue to invest in digital platforms and experiences to elevate francophone products and attract francophone audiences.
CONTENT MARKETING
Travel Manitoba will create a content marketing strategy in collaboration with CDEM and Tourisme Riel to ensure consistent promotion of francophone content.
PUBLICATIONS
Inspiration Guide • Travel Manitoba’s annual inspiration guide features a dedicated section on francophone tourism experiences. A fully translated version is also available in print and online.
Guide d’inspiration 2025
DIGITAL MARKETING
Travel Manitoba continues to update and translate content on its consumer website (fr.travelmanitoba.com) along with our fully translated industry.travelmanitoba.com and huntfishmanitoba.com websites.
Manitoba Explorer App • The Manitoba Explorer app features a bilingual interface and already has over 10,000 subscribers to the app.
Manitoba Perogy Trail • The perogy trail is created as a bilingual digital trail, featuring over 50 restaurants in Manitoba.
DIGITAL MARKETING
Blog • Travel Manitoba translates key blog posts into French.
Social Media • Travel Manitoba shares French posts regularly on Facebook and boosts one post monthly to increase reach.
ADVERTISING CAMPAIGNS
Spring/Summer & Fall/Winter Campaigns • Travel Manitoba includes key francophone media in each of its seasonal campaigns including print, radio, display and social media.
Canada’s Heart is Calling • The refreshed Manitoba brand features bilingual commercial spots and brand assets.
SPECIALTY TRANSLATION PROJECTS
Travel Manitoba will continue to capitalize on additional funding to support translating key programs:
Master Angler App • The oldest master angler program in North America honours anglers who catch trophy-sized fish with certificates of achievement and a variety of badges. The app will be fully translated in 2025.
HuntFishMB Website • Relaunched in 2023, huntfishmb.com continues to be the primary source of hunting and fishing information, housing a complete list of lodges, outfitters, as well as inspiration content, resources and more.
Industry Website • Launched in 2024, the industry website is an enhanced and robust portal for tourism partners with funding support, business development resources, marketing tips and much more.
Leisure Campaign Landing Pages • The Spring/Summer and Fall/ Winter campaign landing pages are changed seasonally and include content on the campaign boulders.
TRAVEL TRADE
Sales & Marketing Activities • Travel Manitoba continues to participate in key marketplaces such as Bienvenue Québec and Rendezvous Canada to meet with Francophone tour operators.
Target markets include Canada, United States, Germany, United Kingdom, and Australia.
TRAVEL MEDIA AND INFLUENCER RELATIONS
Travel Manitoba’s travel media and influencer relations activities include prospecting, in-person meetings, relationship building, familiarization (FAM) tours and GSA sales and media efforts. Travel Manitoba will continue to include key francophone attractions, businesses, icons and events in the itineraries of visiting travel media and influencers who are writing about the province.
Francophone content creators • Travel Manitoba will continue to collaborate with Francophone content creators to feature Manitoba to bilingual audiences.
