When WestJet launched its Atlanta-Winnipeg (ATL-YWG) flight route in September 2023, it was a chance to attract a whole new audience to Manitoba. As part of Destination Canada’s air access strategy, a promotional plan was put in place to reach consumers in new markets in the southern United States. Working with WestJet, Travel Manitoba assembled a campaign in partnership with Destination Canada and Tourism Winnipeg to promote the new non-stop route.

The ad creative centred around promoting Winnipeg and Churchill, leaning into the non-stop flight connection that brings two incredible Manitoba experiences—polar bears and northern lights—one stop closer thanks to the new route.

From September to December, targeted social media, digital search and display ads focused on reaching residents of Florida and Texas who Googled key search terms, like Manitoba and Winnipeg travel, bears, belugas and northern lights. Meanwhile, out-of-home (OOH) signage reached travellers passing through Atlanta’s Hartsfield-Jackson airport with rotating 10 second ads on vertical LCD screens.

Through the stunning and inspirational content, all links and QR codes drove traffic to a customized WestJet landing page where users could book their flights. This type of campaign structure provides Travel Manitoba and Tourism Winnipeg valuable insights on consumer behaviour that can inform future advertising.

A total of 3,300 flights to Winnipeg were booked over the campaign period. These guests typically spend more at their destination when they arrive, which brings more tourism dollars to the local economy than average U.S. visitors who opt to drive.

The campaign results were compelling with 15,840 clicks that brought potential customers to the booking stage and created a noticeable 15.75 per cent lift in sales originating from targeted U.S. markets during this time.

Ads generated 125 million impressions, over 580,000 clicks/engagement and 226,268 website visits. The airport terminal takeover resulted in 87 million impressions to 31 million passengers travelling through the exceptionally busy Atlanta airport.

“Adding more air access to Winnipeg is a key piece to help us reach our target to double tourism spending by 2030,” said Colin Ferguson, President and CEO of Travel Manitoba. “The Atlanta route provides another direct connection with our largest international market, which makes it even easier for visitors to access the unparalleled fishing we’re known for or to view the northern lights and polar bears in Churchill.”

Taking advantage of a new opportunity to reach new audiences in key markets was valuable to create deeper ties with important partners and promote Manitoba as a must-visit, four season destination.