Manitoba adopts new tourism slogan and marketing campaign

Tuesday, January 10, 2023

In a bid to attract tourists, Manitoba’s tourism industry has adopted a new slogan and marketing campaign. Travel Manitoba, a provincial Crown corporation, had adopted “Canada’s heart beats” as its marketing tag line eight years ago. This has been changed to “Canada’s heart is calling.”

The new brand is aimed at a more emotional connection to travel, cites Travel Manitoba president Colin Ferguson. There are also new advertisements and new lettering that features a polar bear inside the “A” in Manitoba.

With the commencement of direct flights to Winnipeg, Ferguson says one of the target areas now is California.

Ferguson said the corporation is aiming to increase total tourism spending from the pre-pandemic high of $1.6 billion to $2.5 billion by 2030.

The Manitoba government committed to spend five per cent of all tourism tax revenues on Travel Manitoba initiatives in 2019 which is four percent more than the previous year. The corporation spends about $9 million a year on marketing.

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