Manitoba’s heart is calling in new ad campaign

Travel Manitoba has this week launched a new tourism brand in a bid to remind would be travellers of what the Canadian province has to offer.

Manitoba’s refreshed tourism brand looks to follow on from the success of its recent moniker, Manitoba, Canada’s Heart … Beats.

“That changed the way people viewed Manitoba as a travel destination. We wanted to tell the next chapter of that story,” said Colin Ferguson, president and CEO of travel Manitoba.

Manitoba’s premier, Heather Stefanson said there’s no better time to showcase the province.

“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.”

The brand and its launch campaign, curated by Winnipeg advertising agency UpHouse in collaboration with Enjoy Creative and Wookey Films, were unveiled through a series of videos, including new television commercials that will begin airing this month in Canada. A team of local designers, illustrators, photographers, copywriters, videographers and musicians tell the province’s stories and focus’ on how travel makes us feel rather than just the places we go. 

“Travel calls to us. Some people seek adventure; some look for solitude and tranquillity; others want to learn about history and culture. People want experiences that speak to their hearts,” said Travel Manitoba’s executive vice-president and chief operating officer Brigitte Sandron.

The new brand has been enthusiastically received by local tourism operators, many of whom are still recovering from the pandemic that decimated global travel.

“The industry in Manitoba has adapted to meet changing visitor expectations, and they’ve created new and unique world class experiences that will draw visitors and that will live up to our brand promise,” Ferguson said.

The Manitoba Tourism Strategy targets to achieve visitor expenditures of $1.6 billion in 2024, and $2.5 billion by 2030. Travel Manitoba is a Crown Corporation under provincial legislation that leads and stimulates sustainable tourism growth in Manitoba’s $1.6 billion pre-pandemic tourism industry.