In Manitoba, and across Canada, we face the challenge of fragmentation in the tourism industry. Effective marketing of Manitoba as a premier tourism destination requires agreement and cooperation amongst a wide range of stakeholders, and the public and private sector must work together within limited budgets.
2011 was a year of transition for Travel Manitoba as we developed a new, solid business plan for the next three years, one that builds towards our vision of leading the marketing and development of Manitoba’s tourism industry.
Travel Manitoba’s top priority towards realizing this vision is to lead the industry with marketing, communications and media relations excellence. As much as we may not think of tourism as “retail,” we are, in fact, in the business of selling, and we need to reflect that in our marketing approach.
Travel Manitoba is committed to developing a new, “awe-inspiring” brand that distinguishes Manitoba from the competition; a brand that offers a differentiating vision with which all stakeholders can align their individual marketing efforts. One of the most important tactical principles in branding is the concept of alignment. Alignment is the key to maximizing the effectiveness of marketing and branding efforts. We, as Manitobans, should be proud of our home and our tourism experiences, and a new, awe-inspiring brand will turn Manitoba residents into our greatest ambassadors.
Another key strategic priority for Travel Manitoba is to strengthen our relationships with business and government. We will continue to expand Manitoba’s presence in target markets by partnering with business through advertising sales, partnerships, e-marketing and special promotional opportunities. Partnership revenues are put back into marketing and communicating Manitoba’s message to primary and secondary markets. We also take seriously our role to identify emerging market trends and provide information, research and assistance to tourism operators to capitalize on these trends.
Manitoba is on a roll, with new assets coming to market and significant investments being made in Winnipeg and throughout the province that are further positioning Manitoba as a unique destination of choice. Now is the time to capitalize on these investments by marketing and communicating them to the world.