2024 Travel Opportunities by Travel Manitoba

2024 Partnership Opportunities 2024 PARTNERSHIP OPPORTUNITIES 01

ON THE COVER

HECL A PROVINCIAL PARK MAX MUENCH

ACKNOWLEDGEMENT Manitoba encompasses Treaty 1, 2, 3, 4 and 5 Territories and communities who are signatories to Treaties 6 and 10. Manitoba is located on the ancestral land of the Anishinaabeg, Anishininewuk, Dakota Oyate, Denesuline and Nehethowuk Nations and is the Homeland of the Red River Métis. Northern Manitoba includes lands that were and are the ancestral lands of the Inuit. Travel Manitoba respects the spirit and intent of Treaties and Treaty Making and remains committed to working in partnership with First Nations, Inuit and Métis people in the spirit of truth, reconciliation and collaboration.

2024 PARTNERSHIP OPPORTUNITIES

EAGLE NEST L ANDING

About Travel 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 by leading the marketing of Manitoba as a tourism destination and by fostering a competitive and sustainable tourism industry.

CORPORATE VALUES

› We proudly celebrate the people and lands of

Manitoba. › We foster the development of our people and our industry. › We lead with creativity and are backed by data. › We value inclusivity and sustainability. › We live our brand. Manitoba is at the heart of what we do.

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 per cent growth).

GOALS

› Lead Brand & Market Positioning › Advance Destination Management › Foster Collaboration & Build Support for Tourism

2024 PARTNERSHIP OPPORTUNITIES

PHOTO: @PAULEPPIC

CARMAN

Refreshed and Ready to Welcome the World The successful launch of Travel Manitoba’s brand refresh “Canada’s Heart is Calling” set the tone for the future of marketing Manitoba as a demand-generating and competitive travel destination attracting visitors from across Canada, the U.S. and international markets. “Canada’s Heart is Calling” is a call to action—an opportunity for travellers to build an emotional connection with Manitoba through truly immersive and heart-stirring visitor experiences. With the power of a refreshed brand, and as the visitor economy continues to recover, Travel Manitoba is focused on building back demand in all priority markets for 2024 while working alongside partners and industry members to build a more resilient industry. To achieve this goal, Travel Manitoba will focus primarily on Manitoba, Canada and the United States. These markets are expected to rebound the fastest, and

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are the highest source of visitors to Manitoba. We will also focus on building back our international markets in Germany, the United Kingdom and Australia. We plan to reach travellers in these markets by building our marketing initiatives audience-first, reaching residents, leisure travellers, hunters and anglers, travel trade and travel media. Travel Manitoba invests heavily in the latest digital and content marketing strategies to tell engaging, awe-inspiring stories that bring visitors to Manitoba and encourage Manitobans to explore the province. The partnership opportunities included in this booklet are a chance for you to be part of those stories and help show the world why Canada’s Heart is Calling. Travel Manitoba is pleased to bring you a suite of partnership opportunities aligned with our marketing activities for January to December 2024.

TURTLE MOUNTAIN PROVINCIAL PARK

Benefits of Partnering with Travel Manitoba REDUCED COSTS:

› We invest in traditional and digital

advertising, and then pass savings on to you

› We buy more, you pay less › Our partnership opportunities

are suited to a variety of budgets

INCREASED REACH:

› We provide access to markets you might otherwise not be able to reach

› Your partnership helps extend the reach of our campaign

ENGAGED AUDIENCES:

› We have large and engaged social media audiences

› Share your message on our channels to reach them

RESPECTED AND AWARD-WINNING BRAND:

› Leverage the equity of our brand › Our website or social media

platforms are often the first source of information for visitors

ACCESS TO PARTNER EXTRANET:

› Direct access to your listing PHOTO: SANDEEP SINGH

on TravelManitoba.com

› View and edit your account information

› Market to website visitors 24/7 in any season

2024 2024 PARTNERSHIP PARTNERSHIP OPP OPPORTUNITIES ORTUNITIES

Free Opportunities Being a partner with Travel Manitoba can mean more than marketing! While our partnership opportunities offer a great way to extend the reach of your own marketing efforts, there are ways to work with Travel Manitoba at no cost. CANADA’S HEART IS CALLING

PHOTOS AND VIDEOS

Align your marketing with Manitoba’s destination brand by using the free guides available on our brand playbook site at manitobabrand.com. › Questions about using the brand? Contact brand@travelmanitoba.com.

Enhance Travel Manitoba’s asset libraries by sharing your high-quality images and videos for future marketing materials, website listings and social media.

TRAVEL MANITOBA EXTRANET Manage your listings on TravelManitoba.com › View and edit your account information: manito.ba/extranet › Create a new account: manito.ba/extranet-new › Access online tutorials: manito.ba/extranet-tutorials › For help, contact us by email tmbpartnerextranet@travelmanitoba.com or phone at (204) 927-7800 or toll-free at (800) 665-0040.

EVENT LISTINGS Ensure your virtual or in-person event is included on the Travel Manitoba website event listings. To add your event, go to travelmanitoba.com/events.

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› Submit your assets with credits, usage and licensing

information to Myra Hutcheon, Asset & Design Coordinator, at mhutcheon@travelmanitoba.com. • Sharing your assets means Travel Manitoba will have access to a wider variety of tourism product images and video to use in our consumer marketing campaigns. • Access open-use Travel Manitoba assets through the CrowdRiff Media Hub: platform.crowdriff.com/m/travel-manitoba • Photos or videos downloaded from Travel Manitoba’s asset library are subject to Terms & Conditions that include crediting requirements. • Ensure you read and understand the Terms & Conditions on the lower-left corner of the screen before using a Travel Manitoba photo or video asset.

Manitoba’s Tourism Industry Tourism is one of the largest and fastest growing economic sectors in the world. It’s no secret that COVID-19 devastated the tourism and travel industries. Three years later, Manitoba’s economy continues to be impacted by the pandemic. From traveller expectations and changing travel behaviour to inflation and employment opportunities, Manitoba will face new challenges in recovery. However, there are many things to celebrate. Manitobans’ desire to travel within their home province doubled over the last three years. A recent Probe Research survey showed that 48 per cent of Manitobans were interested in travelling within Manitoba, up from 23 per cent prior to the pandemic. This and the return of domestic travel has resulted in optimistic visitor spending and visitation numbers for Manitoba in 2022.

Reports for 2022 show Manitoba welcomed 8.7 million visitors who spent just over $1.8 billion throughout the province. Visitor spending was higher than anticipated for 2022 and above 2019 levels due to inflation and the continued recovery of the visitor economy. Overall, visitation remained below 2019 levels. U.S. and overseas visitor spending was also down compared to 2019. The majority of visitors (87 per cent) in 2022 were Manitobans, while 10 per cent were from other Canadian provinces. Only 2.4 per cent of visitors were from the U.S. and 0.45 per cent were from overseas.

VISITOR SPENDING & VISITATION OVERALL 2022 MANITOBA

$1,147.5 million 7,591,000 person visits $151 per person visit

— OTHER CANADIAN PROVINCES

26%

$467.3 million 864,000 person visits $541 per person visit

—

64%

6% 4%

9.9%

87.2%

UNITED STATES $108.9 million 212,000 person visits $513 per person visit

2.4%

— OVERSEAS

TOTAL VISITOR SPENDING $1,804,244,000

$80.6 million 39,000 person visits $2,065 per person visit

0.45%

TOTAL VISITATION 8,706,000

Source: Statistics Canada — National Travel Survey (NTS) — 2022 Preliminary Estimate Statistics Canada Visitor Travel Survey(VTS) Small Area Estimation (SAE) — 2022 Preliminary Estimate

2024 PARTNERSHIP OPP ORTUNITIES

2024 Marketing Activities Travel Manitoba plans to engage audiences in our target markets through several significant marketing initiatives and activities, listed below by initiative and market. Initiative

Manitoba

Canada

United States

Fall/Winter Campaign

•

Spring/Summer Campaign

•

Inspiration Guide

•

Digital Marketing

•

Content Marketing

•

LEISURE MARKETS

HUNT/FISH MARKETS

•

Prairie Angling Campaign Drive-to/Fly-in Fishing Campaign

•

Hard-water (ice) Fishing Campaign

•

39 Hours Web Series

•

Hunting Campaign

•

Master Angler Program

•

Master Hunter Program

•

Hunt/Fish Publications

•

Digital Marketing

•

Content Marketing

•

Seasonal Campaigns

•

French Publications

•

Digital Marketing

•

Content Marketing

•

FRANCOPHONE MARKETS

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Germany

United Kingdom

Australia

Initiative

Manitoba

Canada

Seasonal Campaigns

•

Digital Marketing

•

Content Marketing

•

United States

Germany

United Kingdom

Australia

INDIGENOUS MARKETS

NORTHERN MARKETS Northern Guide

•

Digital Marketing

•

Content Marketing

•

Travel Trade Website

•

Travel Trade Shows

•

Incentive Trade Shows

•

FAM Trips

•

Joint-marketing Activities

•

Sponsorship

•

Media Marketplace Shows

•

Group Media Trips

•

TRAVEL TRADE MARKETS

TRAVEL MEDIA Travel Media Website

Individual Media Trips Media Communications

•

2024 PARTNERSHIP OPP ORTUNITIES

THE LEAF

2024 Partnership Opportunities CAMPAIGN AND MEDIA OPPORTUNITIES

11–13

› Co-op Campaigns › Boulder Campaigns › Lonely Planet - Swipe, Save, Go › Feature TV Segments CONTENT MARKETING OPPORTUNITIES

14–21

› Content Campaigns › Blog › Video › Facebook › Instagram › Tik Tok › e-Newsletters DIGITAL MARKETING OPPORTUNITIES

22–27

PRINT OPPORTUNITIES

28–29

TRAVEL TRADE AND INCENTIVE TRAVEL OPPORTUNITIES

30–31

HUNT FISH MANITOBA OPPORTUNITIES

32–37

CONTACT

This document is available in alternate formats upon request. Contact us at 204-927-7800 or accessibility@travelmanitoba.com.

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PHOTO: ASSINIBOINE PARK CONSERVANCY

› Website › Campaigns › Digital advertising

Campaign & Media Opportunities SPRING SUMMER CO-OP CAMPAIGN Partner with Travel Manitoba for a signature spring summer leisure campaign and receive high-profile brand exposure during peak tourism season. With your partnership, you:

› Receive an exclusive featured “book now” offer on a

dedicated offers page, promoted heavily throughout the campaign › Are featured within search, digital and social media ads throughout the campaign › Are featured in a custom eBlast sent out to Travel Manitoba’s email subscriber database › Hotels receive an elevated promotion within Travel Manitoba’s Expedia promotion Value $2,500 per hotel partner Value $1,000 per attraction or tourism business Maximum of 10 spots available SCHEDULED RUN FROM APRIL TO SEPTEMBER 2024

FALL WINTER CO-OP CAMPAIGN Partner with Travel Manitoba for a signature fall winter leisure campaign and receive high-profile brand exposure during peak tourism season. With your partnership, you:

› Receive an exclusive featured “book now” offer on a

dedicated offers page, promoted heavily throughout the campaign › Are featured within search, digital and social media ads throughout the campaign › Are featured in a custom eBlast sent out to Travel Manitoba’s database › Hotels receive an elevated promotion within Travel Manitoba’s Expedia promotion Value $2,500 per hotel partner Value $1,000 per attraction Maximum of 10 spots available SCHEDULED RUN FROM OCTOBER 2024 TO MARCH 2025

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BOULDER CAMPAIGNS Travel Manitoba will offer bespoke campaigns to its boulder partners with matching funds for maximum impact. The campaign will feature a dedicated strategy and media plan aimed at the mutual goal of increasing visitation and driving traffic to the participating partner. Value $25,000 (matched to $50,000) Maximum of five spots available

› Partner must be able to host a tracking pixel on their website

CAMPAIGN SCHEDULE SET WITH EACH PARTNER

LONELY PLANET – SWIPE, SAVE, GO FEATURE “Swipe, Save, Go” is an Instagram feed profile series, spotlighting Lonely Planet’s top destinations. The highly stylized slide carousel is a sharable and saveable mini-guide covering the top “must-see,” “must-do,” “musteat,” and “must-know” things about a place. These scrollstopping guides serve as inspiration during the discovery and planning phase of travel. This series combines existing editorial content with social-first design to create information rich mini-guides that users will want to swipe through to see the content, save to their Instagram account and ultimately, take the trip. Value $3,500 per partner Maximum of nine spots available

› Content is written by Lonely Planet based on provided materials

SCHEDULED TO RUN SUMMER 2024

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CTV MORNING LIVE FEATURE SEGMENT

NORTH DAKOTA TODAY – TV SEGMENT

Promote your tourism business or attraction on CTV Morning Live as part of Travel Manitoba’s sponsored segment next summer. The CTV Morning Live crew will schedule an in-person or virtual interview with a spokesperson from your team for the featured segment. The spot will air at a later date between 6 and 9 am on a weekday morning. Each segment is three minutes long.

Travel Manitoba will host North Dakota Today’s Valley News Live morning show broadcast team next summer. North Dakota Today is a television network based in North Dakota with reach and influence on potential near-market U.S. travellers. The hour-long broadcast is made up of eight total segments. Each segment is four to six minutes long.

› Your segment will be featured within the CTV

Morning Live latest videos on CTVNewsWinnipeg.ca

› Partners will receive a link to the segment › Travel Manitoba will also post the segment on our LinkedIn page

› Live interview segments: A spokesperson from your

team will promote your destination or business during a live interview with one of the hosts on the morning broadcast (date TBD). You can also provide b-roll video footage to play over parts of your interview.

Value $2,000 per partner*

Value $1,000 per partner

*must be located in Winnipeg

Maximum of ten spots available

Maximum of two spots available

SCHEDULED TO RUN SUMMER 2024

› Pre-recorded segments: The Valley News Live

team will come to your destination or business two to four weeks before the live broadcast to interview a spokesperson and partake in any hands-on type activities at your location.

Value $2,500 per partner* *must be driving range from North Dakota Maximum of four spots available

› Live-on-location destination: includes a live

interview segment and guarantees your interview is in the first half of the show runtime.

Value $3,000 per partner* *must be based in Winnipeg Maximum of one spot available SCHEDULED TO RUN BETWEEN JUNE AND AUGUST 2024

2024 PARTNERSHIP OPP ORTUNITIES 13

Content Marketing Opportunities TRAVEL MANITOBA BLOG 62K average monthly page views

CONTENT EXPERIENCE CAMPAIGN A creator from Travel Manitoba’s content team will develop a custom itinerary and visit your region, town, major event or attraction and share their adventures through Travel Manitoba’s Facebook, Instagram, e-Newsletter and blog. Travel Manitoba will co-invest on tour package price (if applicable). For non-package experiences, partners are required to provide accommodations (if applicable) and attraction passes. Your content experience campaign includes:

› One blog post › One Instagram story series › One boosted Facebook post › Content placement in our consumer e-Newsletter Value $2,000 Maximum of 8 spots available (2 per season)

CUSTOMIZED CONTENT EXPERIENCE CAMPAIGN (For qualifying experience partners)

A creator from Travel Manitoba’s content team will develop a custom itinerary and visit your region or go on a tour and share their adventures through Travel Manitoba’s Facebook, Instagram, TikTok, YouTube, e-Newsletter and blog. Travel Manitoba will co-invest on tour package price (if applicable). For non-package experiences, partners are required to provide accommodations (if applicable) and attraction passes. Your content experience campaign includes:

› One blog post › One Instagram story series

› One boosted

Facebook post

› Content

placement in our consumer e-Newsletter › One social short published on TikTok, Instagram and YouTube Value $4,000 Maximum of five spots per year *Content distribution timeline to be determined by Travel Manitoba.

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LOCAL CONTENT CREATOR MARKETING CAMPAIGN Travel Manitoba has a network of experienced local content creators in the travel, family, outdoor, lifestyle and culinary space. These unique social media storytellers—including Instagrammers, TikTokers, bloggers and photographers—each have a special voice to share your business with their following. Tap into these Manitoba influencers as a creative way to get the word out about your destination, attraction, event or product. Travel Manitoba will guide you through selecting a suitable influencer and help negotiate a content campaign to meet your marketing goals and budget. Travel Manitoba will cover content creator fees. Campaigns must be completed by December 31, 2024.

GROUP MEDIA TRIP: CONTENT CREATORS (For qualifying partners)

Three or four local content creators will be hosted by a member of the Travel Manitoba content team who have designed a custom itinerary that highlights the best of your destination for a 1-3 day group media trip. Content creators will only be from Manitoba. Travel Manitoba will cover content creator fees, if applicable. Travel Manitoba will co-invest on tour package price (if applicable). For non-package experiences, partners are required to provide accommodations (if applicable) and attraction passes. Campaigns must be completed by December 31, 2024. Value $5,000 Maximum of two spots available per year, one each in

Value $1,500

spring/summer and fall/winter. Opportunities cannot be

Maximum of 6 spots available

purchased consecutively.

Partner hosting requirements for the influencer include:

› Itinerary planning (in collaboration with the influencer and Travel Manitoba)

› Accommodations (1-night visit preferred), activity and attraction passes

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LOCAL CONTENT CREATOR VLOGS (For qualifying partners)

Sharing video content and leveraging the creator/influencer community is continuing to grow in importance. We have teamed up with the amazing YouTube creator duo of @hegoesshegoes to offer a video package that includes:

› One 5–7 minute full-length YouTube video

(vlog style) › 90-second social media cut-down video, horizontal and video formats › A selection of UGC clips for marketing purposes › Content will be shared on Travel Manitoba social media channels Travel Manitoba will support the vloggers content fees, mileage and meals. Value $2,500 Maximum of four per year (partners subject to approval)

Partner hosting requirements for the influencer include:

› Itinerary planning (in collaboration with

@hegoesshegoes and Travel Manitoba) › Accommodations, activity and attraction passes › Co-investment in the tour package price (if applicable)

16 CONTENT MARKETING OPPORTUNITIES

10 THINGS TO DO IN MANITOBA THIS WEEK Travel Manitoba’s weekly edition of “10 Things To Do in Manitoba this Week” is a roundup of events and attractions. Partners supply a photo and write-up to be:

› Published on the ExploreMB blog › Included in weekly consumer e-Newsletter › Shared to Facebook, Instagram Stories and Twitter Value $500 Maximum of five spots per week

LISTICLE INCLUSION A “listicle” is a list and an article combined. You can be a featured link in a listicle that Travel Manitoba creates on our blog. Travel Manitoba’s content team will choose when to include your experience, event or destination into a minimum of one listicle published on our blog, which will then be shared on social media and distributed in our e-Newsletter. Value $150 Maximum one per partner per year (35 maximum per year)

DESTINATION SPOTLIGHT VIDEO We’ve developed two video treatment options for partners to choose from, leaning into the key emotion that captures your tourism experience or a testimonial-style video of your business’s reason you answer the call of delighting visitors in the heart of Canada. Our content marketing team will work with you to select which treatment option is best suited for your experience. We’ll develop a concept for either a 1–2 minute testimonial style video or a 30 second to 1 minute brand video and work with you to produce a script, schedule the production, coordinate interviews, edit and provide you with a finished video. Destination Spotlight Videos can only be used to promote market-ready Manitoba experiences. Destination Spotlights will be uploaded to Travel Manitoba’s YouTube page and boosted as a Facebook video.

ADD ON: TURN YOUR DESTINATION SPOTLIGHT INTO A VIDEO AD FOR $500.

Value $4,000 Maximum of eight per year

› Partners are required to cover hosting costs such as meals, accommodations and activities.

2024 PARTNERSHIP OPP ORTUNITIES 17

Social Media Stats FACEBOOK AUDIENCE OVERVIEW: 154K followers 2.65M yearly engagements 11M average impressions per month 2.28% engagement rate

INSTAGRAM AUDIENCE OVERVIEW: 168K followers 1.7M average impressions per month 1.52% engagement rate

TIKTOK AUDIENCE OVERVIEW: 44K followers 5.7M video views

YOUTUBE AUDIENCE OVERVIEW: 8.8K subscribers 175K average views per month

FACEBOOK BOOSTED POSTS Travel Manitoba will ‘boost’ your Facebook post, increasing the number of newsfeeds it appears in and the amount of engagement you will get. Facebook boosted posts are a great way to promote ‘evergreen’ content or a special limited time offer for your brand. Requirements include a link and high quality image(s) or video. Facebook boosted posts can only be used to promote a consumerready Manitoba experience. Value $750 Maximum of 10 spots, maximum of three hotels per month

› Partners are not eligible to purchase a boosted post on consecutive months, (e.g. cannot purchase July and August).

18 CONTENT MARKETING OPPORTUNITIES

DRONE ASSET PACKAGE Travel Manitoba will take photos and video of your destination to the next level with our Drone Asset Package. Using state-of-the-art technology that ensures safety while delivering high-quality footage, our experienced Transport Canada Advanced RPAS-licensed pilot will deliver visual content that captures the essence of your location from this unique vantage point. As an added bonus, there’s a possibility for your destination to be featured on a postcard sold in our Manitoba merchandise store online and at our Visitor Information Centre at The Forks. Value $3,000 Maximum of four per year, two in spring or summer and two in fall or winter.

› Partners are required to cover hosting costs such as meals, accommodations and activities.

FACEBOOK FEATURE POST Long-form posts on social media get great engagement from readers who are eager to click to read more about and see more images of your attraction. Engaged users are eager to click to read more and see more images. A creator from Travel Manitoba’s content team will visit your destination to create a short essay and gather images to be shared on Travel Manitoba’s Facebook page. Value $1,000 Maximum of two per month

SOCIAL MEDIA CONTEST Travel Manitoba will promote your event, attraction or experience by running a 3-day contest to give away a prize to our social media audience. Partners must supply a prize of significant value. Winners will be solely responsible for prize pick-up/redemption. Contests must run through Travel Manitoba’s social channels and must include a consumer-ready experience (no merchandise-only contests). Examples of prizes include admission tickets, restaurant gift cards and hotel stays. Travel Manitoba will set contest entry parameters and determine which social media platform will be used for the contest. Value $500 + plus prize Maximum of two per month

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INSTAGRAM POST Showcase your epic scenic photography with an Instagram ad on Travel Manitoba’s feed. Requirements are one to ten high-quality photos, preference for vertical orientation (portrait). Photos must be of the most striking and highquality variety possible. Travel Manitoba reserves the right to reject submitted content. Value $1,250 Maximum of one per month

INSTAGRAM STORIES Instagram Stories combine photos, videos, captions, illustrations, stickers and other features and will appear on users’ feeds for 24 hours. Travel Manitoba will assemble and post a series of up to eight slides to its feed. Requirements are five to 10 highresolution, vertical photos and/or video. Value $900 Maximum of three per month

20 CONTENT MARKETING OPPORTUNITIES

TIKTOK AND INSTAGRAM REELS & YOUTUBE SHORTS TikTok, Instagram and YouTube are trending video-sharing social networks. Travel Manitoba will use these platforms to showcase local tourism experiences. A member of Travel Manitoba’s content team will gather content and create a short video for our audience. Value $2,000 Maximum of two per month

WEEKLY E-NEWSLETTER DISTRIBUTION: 64K subscribers Open rate: 15.3% Clickthrough rate: 2.62%

CONSUMER E-NEWSLETTERS Consumer e-Newsletter Ads Your ad will appear in Travel Manitoba’s award-winning consumer e-Newsletter “The Beat” in the week of your choosing. “The Beat” is published every Friday. Value $300 Maximum of two per week ADD ON: PUBLISH YOUR AD IN OUR “10 THINGS TO DO” E-BLAST FOR $200

“10 Things to Do” will be published every Monday morning following “The Beat”.

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Digital Marketing Opportunities TRAVELMANITOBA.COM AUDIENCE OVERVIEW: 1.3M users visited TravelManitoba.com in 2022 Audience Demographics: • 53% male, 47% female Ages: 18–24: 15% | 25–34: 23% | 35–44: 22% 45–54: 18% | 55–64: 13% | 65+: 9%

• Almost 70% of users visit TravelManitoba.com on their smartphones With over 1.7 million sessions in 2022, TravelManitoba.com continues to showcase everything Manitoba has to offer to interested visitors.

TravelManitoba.com is at the heart of Travel Manitoba’s digital strategy. With award-winning content and striking visuals, it’s visited by more than a million people planning travel to and through Manitoba every year. Making sure your business is featured prominently on our website or microsites is a great way to put yourself in front of these potential customers.

HOMEPAGE FEATURED PLACEMENT: TRAVEL MANITOBA / EVERYTHING CHURCHILL / MANITOBA NORTH Travel Manitoba’s suite of websites (TravelManitoba. com, EverythingChurchill.com, and North.TravelManitoba. com) sees over four million pageviews annually, with many site visitors starting on the homepages. Purchase a featured placement* on one of our homepages to showcase your business along with Manitoba’s best attractions, encouraging potential visitors to click through from our website to your website to explore what your business has to offer. Submit a photo, 25 words (maximum) of enticing text and a URL to link to your website.

22 DIGITAL MARKETING OPPORTUNITIES

WHERE TO STAY FEATURED PLACEMENT

WHERE TO STAY FEATURED PLACEMENT & CAMPAIGN

With almost 195,000 pageviews to our Where To Stay pages every year, visitors to TravelManitoba.com are looking for the best accommodation options to round out their trip to Manitoba. Get a featured placement on either Travel Manitoba’s Where To Stay page OR one of Travel Manitoba’s Where To Stay product segment pages for one year. The available Where To Stay pages are:

In addition to your featured placement on one of our Where to Stay pages, you will get the added benefit of a two-month Google Ad and Meta campaign between January and November 2024, driving increased traffic to the pages.

› Where To Stay › Hotels & Motels › Bed & Breakfasts › Campgrounds & RV Parks › Cabins & Cottages › Unique Stays Value Where To Stay Page – seasonal placement Spring (January – April), Summer (May – August) or Fall/Winter (September - December) $250/season | Maximum of four per season

The available Where To Stay pages with an accompanying campaign are:

› Where To Stay › Hotels & Motels › Bed & Breakfasts › Campgrounds & RV Parks › Cabins & Cottages › Unique Stays Value $1,500/season | Maximum of four per page + campaign

Where To Stay Product Segment Pages – annual placement $500/year | Maximum of four per page

2024 PARTNERSHIP OPP ORTUNITIES 23

FALCON L AKE

24 DIGITAL MARKETING OPPORTUNITIES

THINGS TO DO FEATURED PLACEMENT & CAMPAIGN In addition to a featured placement on one of Travel Manitoba’s Things To Do product segment pages for one year, you’ll get the added benefit of a two-month Google Ad and Meta campaign between January and November 2024 driving increased traffic to the product page. The available Things To Do pages with an accompanying campaign are:

THINGS TO DO FEATURED PLACEMENT With over half a million pageviews to our Things To Do pages every year, visitors to TravelManitoba.com are actively seeking to learn more about partners offering specific experiences. Get a featured placement on one of Travel Manitoba’s Things To Do product segment pages for one year. The available Things To Do pages are:

› Beaches & Boating › Birding › Dog Sledding › Food & Drink › French › Golf › Hiking & Trails › Horseback Riding › Paddling › Public Art Galleries › Shopping › Skiing & Snowboarding › Snowmobiling › Sports › Performing Arts

› Beluga Whales › Camping › Family › Indigenous Experiences › Museums › Northern Lights › Polar Bears › Recreation & Gaming › Spas & Wellness › Tours Value $2,000 Maximum of four per page + campaign

Value $500 Maximum of four per page

2024 PARTNERSHIP OPP ORTUNITIES 25

E-COMMERCE DIGITAL MARKETPLACE Travel Manitoba is building a digital hub for e-commerce to help provide better experiences for visitors and more enhanced lead reporting to partners. Through its technology partner Bandwango, participating businesses will be able to sell tickets directly to consumers via this online hub, and can integrate directly into select booking systems. Interested partners can contact the partnership team directly for more information. Free to participate Limited spots available

DIGITAL CAMPAIGN FOR FESTIVALS, EVENTS, & ARTS

› Promote your festival, event or arts line up with

this powerful digital and social media marketing campaign, while leveraging Travel Manitoba’s brand and network. › Travel Manitoba will utilize search, display and social media channels to target key audiences. Ads will run during the two week period leading up to the start of an event.

26 DIGITAL MARKETING OPPORTUNITIES

Campaigns will run in two week blocks throughout the year. › Value $1,000 per season › Maximum of one per festival, event or art exhibition Maximum of 10 per campaign season

EQ SEGMENT DIGITAL DISPLAY CAMPAIGN Travel Manitoba has partnered with Destination Canada to identify key audience segments interested in travel to Manitoba. These groups, also called EQ (Explorer Quotient) Segments, help Travel Manitoba to target people who are a good match for the experiences we have to offer. Three seasonal campaigns will deliver your digital ads directly to one of Travel Manitoba’s three target EQ segments: Authentic Experiencers, Cultural Explorers, and Free Spirits. Geo-markets may include Manitoba, Canada, and/or the U.S. Supply ads featuring your content and branding for Travel Manitoba to publish and manage. Choose to target one of the EQ segments below during one or more of the seasons below: EQ Segments: › Authentic Experiencers (9% of the global market): “Authentic Experiencers are typically understated travellers looking for authentic, tangible engagement with destinations they seek, with a particular interest in understanding the history of the places they visit.”* › Cultural Explorers (12% of the global market): “Cultural Explorers are defined by their love of constant travel and continuous opportunities to embrace, discover and immerse themselves in the culture, people and settings of the places they visit.”* › Free Spirits (13% of the global market): “Free Spirits are highly social and open-minded. Their enthusiasm for life extends to their outlook on travel. Experimental and adventurous, they indulge in high-end experiences that are shared with others.”*

Season: › Spring: January/February/March/April › Summer: May/June/July/August › Fall/Winter: September/October/November/ December Value $1,500/campaign Maximum 10 partners per segment per season ADD ON: $500 TO HAVE THE AD BUILT FOR YOU BY TRAVEL MANITOBA

* all EQ descriptions courtesy of Destination Canada

2024 PARTNERSHIP OPP ORTUNITIES 27

Print Marketing Opportunities 2025 INSPIRATION GUIDE

TRAVEL MANITOBA

2023 Inspiration Guide

2023 INSPIR ATION GUIDE

Travel Manitoba’s Inspiration Guide uses great images and short features to encourage potential visitors to choose Manitoba as their next travel destination. Partners can purchase ads, advertorial or image features to have their content appear alongside inspiring travel content. Over 250,000 copies of the 2025 Inspiration Guide will be printed and distributed to Travel Manitoba’s target markets via household mailing and distribution through our visitor services’ partners.

CANADA’S HE ART IS CALLING

Opportunities available: › Outside back cover ad: $7,000 (Maximum one) › Inside front cover ad: $7,000 (Maximum one) › Inside back cover ad: $7,000 (Maximum one) › Full page ad: $5,000 (Maximum 16) › Full page advertorial: $5,500 (Maximum 14) › Half page image feature: $3,700 (Maximum 10) › Multi-partner feature spread: $1,500 (Maximum 24) › Partner spotlights: $700 (Maximum 20)

TRAVELMANITOBA.COM

The Leaf – Canada’s diversiTy Gardens | 58.7679° N, 94.1696° W

28 PRINT MARKETING OPPORTUNITIES

ADD ON: TURN YOUR PRINT ADVERTORIAL INTO A BLOG POST FOR $500

FAIRFIELD INN

2024 PARTNERSHIP OPP ORTUNITIES 29

Travel Trade and Incentive Travel Opportunities The travel trade is a network of businesses whose job is to distribute and sell travel experiences to other buyers and consumers. Travel trade is a collective term for tour operators, receptive tour operators and travel agents. Incentive travel is a self-funding marketing activity that employs unique travel experiences to reward people who achieve exceptional business performance. The benefits of working with travel trade and incentive travel include:

› Awareness of how consumer purchasing behaviour differs by market › Maximizing reach by getting your product in front of more customers › Promotion in markets you may not be able to reach › Marketing expense to you only when the trip sells

Travel Trade & Incentive Travel Package The 2024 market focus may include: › Canada › U.S. › U.K. › Germany › Australia Experience/product segment focus: Bucket list, authentic and legendary experiences throughout all four seasons and in all areas of the province, such as:

› northern safaris, northern lights, fishing, culinary,

eco-tourism, Indigenous experiences, unique photography opportunities, Winnipeg attractions through itinerary creation, self-drive itineraries throughout eastern, western, central and northern Manitoba (Riding Mountain National Park, Whiteshell Provincial Park, Hecla Provincial Park, Gimli, Morden, Thompson, etc.)

30 TRAVEL TRADE AND INCENTIVE TRAVEL OPPORTUNITIES

Benefits of this partnership opportunity › Company name highlighted on profile and sell sheets in multiple languages › Quarterly newsletters and e-blasts reaching markets in Germany, U.K., Australia › Access to brochure analysis and product audits (Germany, U.K., Australia) › Familiarization (FAM) trip support (financial contributions, itinerary creation, flights bookings, site inspections) › Joint marketing activity and co-op advertising in Canada, U.S., U.K., Germany and Australia › Marketplace and show assistance, including registration rebates › Booth set-up and display at Rendez-vous Canada › Representation at shows, client events, sales missions › Access to database information, research and reports › Invitation to FAM trip industry networking/ meet-andgreet events › Research into new markets and niche market opportunities

TRAVEL MANITOBA TRAVEL TRADE & INCENTIVE TRAVEL ACTIVITIES

› Trade shows › Assessing, securing and following up on all potential

leads › Hosting FAM tours › Hosting partner webinars › Investing in co-op advertising through joint marketing programs › Sending show reports to our Manitoba partners › Hosting sales missions within Canada and U.S. › Conducting sales activities directed at incentive travel buyers Value $2,000

Potential 2024 Travel Trade & Incentive Travel Shows › February 4–8, 2024 Educational Travel Consortium - Winnipeg › May 14–17, 2024 Rendezvous Canada - Edmonton › June 11–13, 2024 Adventure Elevate, North Carolina › July/August 2024 Incentive Canada - dates and location to be determined › August 18–24, 2024 Student Youth Travel Association - New York › August 10–16 2024 Virtuoso Travel Week, Las Vegas › November 19–21 2024 IBTM › November 2024 Showcase Europe - dates and location to be determined › November 11–14, 2024 Signature Travel Network, Las Vegas › December 9–13 2024 USTOA - Florida, US (U.S. Tour Operator Association) › December 3–4, 2024 CITAP – Vancouver, BC - Canadian RTOs Sales Mission 2024 Dates and location to be determined. 2024 PARTNERSHIP OPP ORTUNITIES 31

Hunt Fish Manitoba Opportunities Tips for success › Share your photos with us! › Keep us up-to-date and in the know with business updates, new products, renos, etc

32 HUNT FISH MB OPPORTUNITIES

› Update your (free) listing on HuntFishManitoba.com via Simpleview

› Interested in hosting influencers/media?

Let us know and we will add you to our list of resources!

CONTENT MARKETING 101: “SUPER CUT” VIDEO PACKAGE, PROMOTION, AND CONSULTATION More than 90 per cent of consumers access video content online! The Content Marketing 101 package offers solutions to those who want to stand out and increase their marketing performance. This package focuses on video production and custom consultation with the Hunt Fish Marketing Consultant to discuss the best way to use your videos, photos, and editorial for increased marketing performance, to help you create a YouTube channel and to provide a summary on understanding digital analytics and traffic to your website. The videos will be filmed and produced in 2024 and promoted during the 2025 marketing campaign through the website, e-Newsletter, social media and participating third-party channels ADD ON: $500 TO PROMOTE AD ON HUNT FISH MB’S FACEBOOK & INSTAGRAM

Included in this package: › Four × 30–60 second professionally shot videos created for your online channels such as website and YouTube, including: • SuperCut video, a high-impact video that captures the best of a specific fishing or hunting experience at your destination, combined with a short form editorial and photos • Three videos to capture your choice of unique product benefits or amenities, such as accommodations, outpost camps, staff, food, and much more › The best raw footage supplied to you, the partner › A four-hour consultation to kick-start the production › Production timeline: January to December 2024* › Promotion timeline: January to December 2025* *Production and promotion schedules set in discussion with partner. Value $5,000 Maximum of six spots available per year Note: Requirements include hosting costs such as meals, accommodations, transportation and activities for a production team of two to four people.

$1,500 TO ADD ON 3 SOCIAL VIDEOS (MAX 30 SECS) + WE’LL SHARE TO HUNT FISH MB’S FACEBOOK & INSTAGRAM

2024 PARTNERSHIP OPP ORTUNITIES 33

DESTINATION SPOTLIGHT VIDEO PRODUCTION & PROMOTION The Destination Spotlight video has a proven track record for successfully marketing content for a number of hunting and fishing operators in the past. We do this by utilizing high-end filmmaking while telling an inspiring story about your operation. Destination Spotlight options are branded Travel Manitoba productions that will live on the Hunt Fish MB YouTube channel. Your website will be highlighted in the video and presented as a link in the video post on the Hunt Fish MB blog and YouTube channel. Videos will also be promoted during the 2025 marketing campaign, with additional placement in the e-Newsletter, various website pages, related social media and participating third-party channels.

Package 1 Destination Spotlight Promo Video (2–3 min): › Professionally produced 4K film › Best raw footage and video link will be supplied to partner › Production timeline: January to December 2024* › Promotion timeline: January to December 2025* *Production and promotion schedules set in discussion with partner. Value $4,000 Maximum of four spots available per year Note: Requirements include hosting costs such as meals, accommodations, transportation and activities for a production team of two to four people. ADD ON: $500 TO PROMOTE AD ON HUNT FISH MB’S FACEBOOK & INSTAGRA M

34 HUNT FISH MB OPPORTUNITIES

Package 2 Destination Spotlight Promo Video (5–7 min): › Professionally produced 4K film › Best raw footage and video link will be supplied to partner › Production timeline: January to December 2024* › Promotion timeline: January to December 2025* *Production and promotion schedules set in discussion with partner. Value $6,000 Maximum of four spots available per year Note: Requirements include hosting costs such as meals, accommodations, transportation and activities for a production team of two to four people.

$1,500 TO ADD ON 3 SOCIAL VIDEOS (MAX 30 SECS) + WE’LL SHARE TO HUNT FISH MB’S FACEBOOK & INSTAGRAM

HUNT FISH SUPERCUT VIDEO, EDITORIAL FEATURE & PHOTO SHOOT We are adding extra value and complementing our popular editorial feature and photo shoot package with a supercut video. This is an excellent package for those looking to enhance their marketing efforts with quality video content. A Hunt Fish MB content creator will visit your business and create a 30 to 60 second professionally shot supercut video, a long-form editorial feature, and a diverse photo catalogue. We will combine your video with our compelling storytelling and photography to showcase your destination or product. The editorial feature will include a direct link to your website and promotion on the Hunt Fish MB blog, e-Newsletter, various website pages, related social media and participating third-party channels.

› Video, photos and editorial links will be supplied to the partner

› Production timeline: January to December 2024* › Promotion timeline: January to December 2025* *Production and promotion schedules set in discussion with partner. Value $3,000 Maximum of eight spots available per year Note: Requirements include hosting costs such as meals, accommodations, transportation and activities for a production team of two to four people. ADD ON: $500 TO PROMOTE AD ON HUNT FISH MB’S FACEBOOK & INSTAGRAM

HUNT FISH EVENTS & TOURNAMENT PROMOTION The Hunt Fish MB blog, Facebook, and Instagram page are “go-to” resources for avid anglers and hunters throughout Manitoba, Canada, and the northern U.S. A Hunt Fish MB content creator will create a custom blog post on your event or tournament and boost it on our Facebook and Instagram pages. This is a great way to expand your reach and get your content in front of a targeted audience. › $100 worth of Facebook and Instagram boosts › Blog link will be provided for sharing on your own channels › Promotion timeline: January 1 to December 31, 2024 Value $500 Maximum of 10 spots available per year

2024 PARTNERSHIP OPP ORTUNITIES 35

SOCIAL MEDIA SPOTLIGHT This package features the opportunity to have your destination spotlighted through a series of social media posts, stories, and promotions on our social media channels.

› Five to 10 Instagram or Facebook stories featuring photo and video content showcasing the best of your business › One Instagram or Facebook post with a write-up describing what your business has to offer › Paid promotion to a highly targeted audience

INFLUENCER OP WITH JAY SIEMENS

Value $750

(must be purchased with Content 101 or Spotlight Video)

Maximum of 10 spots per year

Functioning as an “Add On” to any Destination Spotlight or Content 101 package, operators can buy into having Hunt Fish influencer Jay Siemens join the Hunt Fish crew while the partnership package is being executed. In addition to the primary package, Jay Siemens will film a YouTube video that will be published on his channel. With over 145,000 subscribers on YouTube, with many videos achieving in excess of 100,000 views, Jay’s reach and influence in the hunting and fishing industry are undeniable.

Note: Requirements include providing the Hunt Fish MB

› Jay Siemens YouTube video published on his channel › Hunt Fish MB Trip Tip video of Jay › 30–60 second testimonial video of Jay › Social Media Promotions on Jay Siemens channels › Hunt Fish MB Promotion: • Hunt Fish MB Blog, Newsletter, socials, & 3rd party channels

Value $2,000 Maximum of four spots available per year (two in summer and two in winter) Note: Requirements include hosting costs such as meals, accommodations, transportation and activities for a production team of two to four people.

36 HUNT FISH MB OPPORTUNITIES

(5 during hard water season and 5 during open water season)

content creators with a series of high-quality photos and videos as well as a brief description of the product you are featuring to use during promotions.

FEATURED PLACEMENT ON HUNTFISHMANITOBA.COM HuntFishManitoba.com is a go-to resource for hunting and fishing enthusiasts looking to book a trip to Manitoba. They use our website as a first step to learn all about what our province has to offer and assist them in the decision-making process of where to book their next hunting or fishing vacation. The Hunt Fish website routinely receives hundreds of thousands of site views per year with certain pages performing at above-average rates. This package gives you the exclusive opportunity to feature your business on some of the top-performing pages on the Hunt Fish website.

Purchase a featured placement on our homepages or one of our interior pages. The placement is integrated into the design of the site to showcase your lodge/ outfitting business, encouraging potential anglers and hunters to click through from our website to your website to explore what your business has to offer. Available placements* (maximum of four per page):

› Quarterly Homepage placement - $250/quarter › Annual Fishing Licensing Page placement - $500 › Annual Hunting Licensing Page placement - $500 › Annual Fly-in Fishing Page placement - $500 › Annual Ice Fishing Page placement - $500 › Annual Drive-to Fishing Page placement - $500 › Annual Find a Lodge/Outfitter Page placement - $500 › Other pages specific to your product are also

available, for example: Bear Hunting Page, Water Fowl Hunting, etc.

2024 PARTNERSHIP OPP ORTUNITIES 37

Here are a few ways to stay connected with what is happening in the tourism industry and to ensure Travel Manitoba knows about your latest tourism updates and initiatives.

› Travel Manitoba’s Daily TI News and Travel Currents: Get timely and relevant travel and tourism related stories right to your inbox.

• travelmanitoba.com/ti-daily-news • travelmanitoba.com/travel-currents

› Travel Manitoba Rapid Fire Presentation: Give the

team at Travel Manitoba a short presentation about your business, attraction or event.

• Contact Tricia Woikin, Partnership Specialist at twoikin@travelmanitoba.com to schedule your presentation.

› Reach out to Travel Manitoba to discuss placing your

brochures in our Visitor Information Centres. Contact our distribution team at contactus@travelmanitoba.com for our brochure guidelines.

Let’s Work Together!

IF YOU’RE INTERESTED IN OUR PARTNERSHIP OPPORTUNITIES, PLEASE CONTACT:

Lindsay Egan

Tricia Woikin

Partnership Manager Partnership Specialist liegan@travelmanitoba.com twoikin@travelmanitoba.com

38 STAY CONNECTED

PHOTO: COLUMBIA SPORTSWEAR

Stay Connected

CHURCHILL

2024 PARTNERSHIP OPP ORTUNITIES 39

21 Forks Market Road Winnipeg, Manitoba R3C 4T7 1-800-665-0040 www.travelmanitoba.com 40 202 4 PARTNERSH I P O P P O RT U N I T I E S

Find us on social media @travelmanitoba