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?