Colin FergusonPresident and CEO

Travel ManitobaTravel Manitoba

Honourable Ron LemieuxMinister of Tourism, Culture, Heritage,

Sport and Consumer ProtectionSport and Consumer Protection

Chuck DavidsonPresident and CEO

Manitoba Chambers of CommerceManitoba Chambers of Commerce

Paul OuimetIntervistas Consulting

Plan 96/4

Increased Investment in Travel Manitoba�s Marketing

Increased investment in Marketing

Will Increase ROI for the Tourism Industry

100% of Incremental Investment Dedicated to Marketing

CANADA: Augmenting marketing in current markets (Alberta, rural Ontario)

and adding new markets (Toronto, Quebec).

UNITED STATES: Expanding marketing in near markets such as Minnesota,

North Dakota and Illinois and targeting high potential long haul markets

like California.

CHINA: Marketing and industry preparedness.

VISITOR INFORMATION SERVICES: Meeting the changing needs

and expectations of visitors.

COOPERATIVE MARKETING PROGRAM WITH RTA�S AND DMO�S

INDIGENOUS AND FRANCOPHONE INITIATIVES

ONE MILLION MANITOBA AMBASSADORS

CANADA:

Augment marketing in current markets, (Alberta, rural Ontario)

and add new markets, (Toronto, Quebec).

Include Toronto and Quebec in consumer marketing campaign.

Build on successful Toronto sales mission and grow

current list of Toronto-based travel trade partners.

Expand number of receptive tour operators carrying

Manitoba product.

Increase focus on domestic media for Media Tour program.

UNITED STATES:

Expand marketing in near markets of Minnesota, North Dakota and Illinois,

and target high potential long haul market of California.

�Look Up�

Partner with Destination Canada on �Connecting to America�,

a campaign to invite US travellers to �Look Up� and make

Canada their next destination, launching in spring 2016.

Manitoba focus will be on promoting summer and winter

Arctic safaris in high potential California cities, Los Angeles Arctic safaris in high potential California cities, Los Angeles

and/or San Francisco.

UNITED STATES:

Expand marketing in near markets of Minnesota, North Dakota and Illinois,

and target high potential long haul market of California.

Build on the �Look Up� campaign and link it to

the �Manitoba�Canada�s Heart beats� brand.

Target the upper Mid-West states of North Dakota,

Minnesota and Illinois.

Focus on Winnipeg attractions and angling.

UNITED STATES:

EQ research

Engagement of key social media influencers

Creation of a �content hub�

Digital programmatic targeting

Media - print, out of home

Sponsor Canada Media Marketplace in San Francisco

in April 2016

Celebrity Media Trips Celebrity Media Trips

Larger than Life presence in Minneapolis

Target key associations:

� American Association of Retired Persons

� Travel Port

� University Alumnae

CHINA:

Marketing and industry preparedness.

Expand Consumer Marketing

Travel trade and Media Fam tours

Partnerships with Destination Canada

Cooperative Marketing Program

Expand partnerships with Regional Tourism Associations

and Destination Marketing Organizations outside Winnipeg

Invest $250,000 to respond to innovative proposals

VISITOR INFORMATION SERVICES:

Enhance satellite centres in Emerson, the Whiteshell

and Kirkella with technologically advanced tools and

local partnership opportunities.

Create tools to better enable travel counsellors to assist in

trip planning with visitors: eg. itineraries, fam trips, Heart Wall app

Create opportunities for industry to showcase their products

and experiences: television morning shows, demos,

profiling RTA�s �Top 10�profiling RTA�s �Top 10�

Develop ways to reach a great audience: on-line chat,

geo-fencing, mobile VIC program

INDIGENOUS AND FRANCOPHONE TOURISM

Create marketing assets to promote experiences

through video, print and on-line.

Collaborate with Indigenous stakeholders, CDEM,

Tourism Riel and the Tourism Secretariat

ONE MILLION AMBASSADORS

Harness the power of social media and peer-to-peer

recommendations.

Empower residents with tools such as on-line postcards

to invite people to Manitoba.

Other tactics may include:

� A �United Way� approach to corporate involvement

to encourage Manitoba businesses and their employees

to become ambassadors.

� Engage media support to promote positive aspects

of Manitoba as a winter destination.

� A �Hockeyville� approach to get entire towns on board.

� Use social media platforms to extend the current

�Explore MB� group of photographic ambassadors.

All breakout groups

What are the 3 most important What are the 3 most important

issues that should be addressed

over the next 5 years?

One of the following questions:

Many respondents indicated that government officials and the business community

do not recognize the impact of the tourism industry. How can we raise the awareness

of the importance of the tourism sector as an economic driver? Thinking about your

specific sector within the tourism industry, what actions can your business or organization

take to address this? What should other stakeholders be doing?

Many respondents indicated that the lack of technology infrastructure in parts of the

province is a barrier to tourism growth. Some people expressed concern about their ability

to engage potential customers on-line. How can we improve access to the internet and

training to allow the industry to capitalize on digital marketing opportunities?

Many respondents identified a need for product development in rural and northern Manitoba.

What are the gaps and how can they be addressed? Is additional training in product What are the gaps and how can they be addressed? Is additional training in product

development and marketing needed?

Some respondents identified training and workforce development as challenges for the sector.

Are there gaps in customer service, product development and marketing training?

How should those gaps be addressed?

Imagine it is 2021. In 5 years what does the tourism sector look like? What are we doing better?

How are organizations supporting tourism such as Travel Manitoba, Tourism Winnipeg, Regional

Tourism Associations, Destination Marketing Organizations and community organizations

collaborating more effectively? What are we doing that we are not doing now?