Published in the Apr. 3, 2013 issue of the Interlake Enterprise, by Teresa Carey…
Colin Ferguson, CEO of Travel MB
A new way of marketing tourism in Manitoba is about to be unleashed as a part of a rebranding initiative by Travel Manitoba. The old “It’s Manitoba Time” campaign we have all become accustomed to is soon to be retired. The new marketing plan that will replace it will officially be launched in April, 2014.
Travel Manitoba plans to turn the focus of its marketing toward two types of tourism clients, the “authentic experiencer” and the “cultural explorer,” said Colin Ferguson, Chief Executive Officer (CEO) of Travel Manitoba.
“We’ve got an accessible wilderness product that absolutely fits the bill,” he said.
Ferguson was one of several guests to make presentations at the Interlake Tourism Association (ITA) annual general meeting which was held at the Arborg and District Heritage Village this year. He shared the reasons behind the change with the nearly 50 Interlake Tourism Association members who attended the Mar. 28 dinner meeting.
According to Ferguson, the “It’s Manitoba Time” campaign was not competitive. He cited television advertisements by Newfoundland and Labrador, holding these up as prime examples of excellent tourism marketing.
“Everyone has an emotional connection to Newfoundland now,” said Ferguson. “Thank God they’ve had a budget cut,” he joked.
Ferguson pointed out that fewer than 10 per cent of Americans have a passport, and that most of the authentic experiencers are in Alberta.
“We don’t have $94 Million to spend (like some),” Ferguson said, adding that Manitoba’s tourism industry lags far behind the United States and Alberta in terms of tourism funding by government.
Therefore, Travel Manitoba plans to target audiences closer to home. The marketing campaign will be carried out in Winnipeg, Manitoba, and the primary access area, 350 miles outside of Winnipeg.
Ferguson added that Travel Manitoba is taking its new marketing plan very seriously and will be using more aggressive tactics.
“We are in a very competitive environment,” he said.
Manitoba Tourism has partnered with a research firm, Environics, the same firm that was hired by Parks Canada five years ago. The team will be able to “drill down” the data with precision, and closely examine such things as people’s travel patterns, values, whether they are radio or television listeners, for example.
Using data gained through the research, Travel Manitoba will be able to put together an accurate profile of their target consumer groups, and will design the ads specifically with them in mind.
“Manitoba’s got to stand up for something, and it’s about time that we do. All you hear is complaining about the weather and mosquitoes. We’re going to try to change people’s opinions about winter,” Ferguson said.
Ferguson’s advice to ITA members was that they, along with other tourism associations in the province, support the brand in its own marketing initiatives the best they can.
“The more we align our resources, the further ahead we’ll be,” he said.
Ferguson said that the associations should share their marketing plans with each other in order to support each other and eliminate duplication.
