Our new winter leisure campaign has launched and we’re on a mission to solidify Manitoba’s reputation as a world-class destination for winter tourism. Through an expansive, data-driven strategy, the campaign promotes our rich snowy landscapes, vibrant urban and rural offerings, including northern Manitoba, and Indigenous experiences to a wide audience across Manitoba, Canada and the United States.

This campaign builds upon a popular social media trend called “POV” or “Point of View”, which uses videos and photos to show an experience from a first-person perspective. Using the trending theme, Travel Manitoba has created a new series of print, video and social media ads that showcase different winter travel experiences, including outdoor experiences, stunning stays and northern, Indigenous and Winnipeg itineraries.

Campaign Goals: Building Awareness, Encouraging Bookings and Engaging Partners

The campaign prioritizes high-impact goals: increasing Manitoba’s visibility in markets outside the province, fostering direct engagement with partners and boosting travel bookings. From flight and hotel partnerships to exploring local trails and winter festivals, this approach puts Manitoba’s best on display. The campaign targets both upper-funnel awareness (impressions, clicks, video views) and direct action, such as bookings through partners like Expedia and Air Canada.

"With our 2024-25 campaign, we’re showcasing Manitoba’s unique mix of adventure, culture and natural beauty to new and returning visitors,” said Wolodarsky. “By strategically partnering with top platforms and promoting immersive experiences, we’re building Manitoba’s presence on the world stage. Every aspect of this campaign—from digital storytelling to targeted media—supports our vision of making Manitoba a destination of choice for travellers seeking something truly unforgettable this winter.”

Hunt Fish Campaign Targets U.S. Anglers

Over the past two years, Travel Manitoba has partnered with Tourism Saskatchewan and Destination Canada to promote fishing experiences through the Hunt Fish Manitoba brand.

As part of the Prairie Angling Program, campaign efforts have focused on recovering U.S. angler visitation to Manitoba back to and above pre-pandemic numbers. Recent numbers show that angling licence sales have recovered to 80% of pre-pandemic levels.

A seasonal campaign flight was launched in October focusing on Manitoba’s incredible ice fishing or “hardwater” destinations. Using the popular Hunt Fish Manitoba brand, the compelling creative puts Manitoba top of mind for U.S. anglers.

The hardwater flight wraps up at the end of November, marking the final year of the Prairie Angling Program with Tourism Saskatchewan and Destination Canada. We will continue to promote and market fishing experiences through the Hunt Fish Manitoba website, social media channels, YouTube page and through strategic partnerships with key hunting and angling media publishers.

Marketing Channels that Drive Results

To amplify reach, our leisure campaigns leverage digital advertising, print media, video ads and partnerships with top travel platforms. Enhanced by targeted ads for francophone and Mandarin-speaking audiences, this multi-platform approach ensures Manitoba’s message resonates broadly. From hyper-targeted ads through Google’s Display Network to immersive storytelling via social media and videos, the message is clear: Manitoba offers unparalleled travel experiences.

Engagement is deepened with creative tactics, including the Manitoba Explorer App and exclusive trails like the Manitoba Perogy Trail, which reward users who travel to locations around the province and check-in using the mobile app. Additionally, eye-catching video content brings Manitoba’s unique charm to life. Each of these elements ensures potential visitors experience Manitoba’s inviting warmth and adventure well before they arrive.

Leveraging Technology Partners for Booking Ease and Visitor Confidence

With dedicated landing pages for seamless trip planning, collaboration with booking platforms, and leveraging AI for personalized travel assistance, we’re also making it easier than ever for travellers to envision and book their dream Manitoba vacation.

Earlier this year, Travel Manitoba teamed up with GuideGeek, an AI Travel Assistant created by the Matador Network, to assist visitors at any time of day with their travel-related questions online. GuideGeek’s service can recognize and respond in many different languages through platforms like WhatsApp and a chat feature on our leisure travel websites to help visitors plan their Manitoba adventures. Read more about the partnership here.

We also work with booking partners including Expedia, TripAdvisor, WestJet and Air Canada to ensure travellers can move seamlessly from the planning to booking stage of their trip.

Partnering for Success

For industry stakeholders, this campaign underlines the power of co-op marketing opportunities and collaboration. By uniting resources and expertise, our partners can help us maximize the province’s visibility as a leading travel destination, drive more bookings and create memorable experiences for visitors—all while supporting local businesses and communities.

Our multi-layered approach for the winter campaign demonstrates a commitment to positioning the province as a world-class destination. As we inspire travel and deepen our connections with visitors, each element of the campaign amplifies Manitoba's unique appeal, strengthening our tourism economy for the seasons ahead.

Explore our campaign landing pages below:

Outdoor Experiences
Urban Escapes
Stunning Stays
Indigenous Experiences
Northern Manitoba