WINNIPEG — Are polar bears and fly fishing enough to draw people to Manitoba? Travel Manitoba hopes so.
The crown corporation unveiled its new tourism brand “Manitoba: Canada’s heart beats.”
“I truly believe this campaign will draw people to this province from new markets,” Manitoba Tourism Minister Ron Lemieux said. “We know tourism is going to explode in Manitoba.”
The campaign will feature four commercials. The first focuses on polar bears and belugas in Churchill, fly fishing and Winnipeg’s arts and culture scene.
It was produced by Winnipeg-based McKim with Frank Films and Build Films.
Other commercials could include the Canadian Museum for Human Rights and nature elements.
Colin Ferguson, Travel Manitoba president and CEO, said the campaign was based on research Travel Manitoba purchased through the Canadian Tourism Commission.
“We are confident the campaign has the power to surprise people and open their eyes about what Manitoba has to offer,” Ferguson said.
Television ads will air in the U.S., northwestern Ontario, Alberta and Manitoba, and video and print ads will be placed on international flights.
Advertising will also be done online, in Alberta and Winnipeg newspapers, and in Calgary LRT stations.
Travel Manitoba’s campaign budget for 2013-14 is $2.4 million.
The previous Travel Manitoba slogan was “It’s Manitoba time.” The provincial government has used “Spirited energy” to promote Manitoba.
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