2017 PARTNERSHIP OPPORTUNITIES PHOTO CREDIT: HANS PFAFF CREDIT: PHOTO 2 2017 PARTNERSHIP OPPORTUNITIES About Travel

Travel Manitoba is a Crown corporation whose role is to provide leadership by collaborating with tourism businesses, communities, destination marketing organizations and governments to realize the full potential for tourism in Manitoba.

VISION: Travel Manitoba will lead the marketing of Manitoba and will be recognized as a catalyst for economic development that contributes to the well-being of Manitobans.

MISSION: Travel Manitoba will lead the tourism industry by aligning investment in tourism to grow revenues and create strong connections between visitors and Manitoba’s unique experiences.

OBJECTIVES: • Lead Manitoba’s tourism industry to ensure it is competitive and sustainable. • Increase visitation to realize $2.0 billion by 2020. • Increase yield per visitor by extending length of stay and increasing visitation from longer haul markets. • Increase investment in the tourism sector by partnering with business and government. • Establish a strong brand for Manitoba within Canada and internationally. • Align tourism partners and strengthen relationships with industry and government stakeholders. • Optimize organization spending to deliver increased results in the most cost effective way. • Influence the development of a provincial tourism strategy to make tourism a $2 billion industry by 2020, ranking 5th in terms of market share amongst Canadian provinces and territories.

Our Strategy

• Lead Marketing Excellence • Secure increased and sustainable investment • Align partners and unify the tourism industry • Raise the importance of the tourism industry • Collaborate to build a competitive provincial tourism strategy

2017 PARTNERSHIP OPPORTUNITIES 3 Opportunity to Attract High Yield Visitors

Globally tourism is growing and is projected to become one of the largest and fastest growing sectors in the world. According the United Nations World Tourism Organization, International receipts reached $1.1 trillion USD in exports last year and are forecast to increase by 3.3% per year to achieve 1.8 billion in tourist arrivals by 2030.

MANITOBA $1,014 Million 9,637,000 person visits $105 per person visit

OTHER CANADIAN PROVINCES $319.8 Million 20% 958,000 person visits 63% $333.8 per person visit 9% 87% UNITED STATES 3% 12% $185.1 Million 354,000 person visits $523 per person visit

OVERSEAS 5% $84.5 Million 1% 78,000 person visits Total Visitor Spending $1,083 per person visit Total Visitation $1,603,368,000 11,027,000

Source: Statistics Canada – Travel Survey of Residents of Canada (TSRC) and International Travel Survey (ITS), Research Resolutions – 2014 Detailed Tabulations.

International visitors stay longer and spend more per visit. Travel Manitoba has expanded its international marketing campaign to capitalize on the benefits of these high yield customers.

4 2017 PARTNERSHIP OPPORTUNITIES Factors Impacting Tourism Marketing Global Competition

New and emerging destinations such as China are actively vying for their share of tourism revenue, aggressively investing in marketing their destination. Other Canadian jurisdictions such as Saskatchewan, Newfoundland and Labrador, and Nova Scotia, have significantly higher marketing budgets. The Rising Importance of Content Marketing

More of Manitoba’s potential customers are planning their vacations on-line using social and mobile communications. Travellers have fundamentally changed the way they research, plan and purchase their vacations. In response, tourism operators must publish on-line content on multiple platforms to connect with travellers regardless of the digital channel or device that they use. The Collaborative Economy

The collaborative economy is presenting challenges to traditional hotels, transportation services, restaurants and tour companies. (e.g. Accommodation sharing services like AirBnB, Homeaway; Transportation sharing services like Uber, Parkatmyhouse; Food services like Yelp, Cookening; and local guide services like Vayable). Baby Boomers

The baby boom generation is travelling extensively to international destinations. As this generation ages, acquiring more money and time to travel, keeping them within and/or attracting them to Manitoba becomes even more challenging. We must develop and market competitive tourism experiences to capture this growing market. Millennials

The millennial travel sector is catching the eyes of international tourism marketers everywhere, with the number of youth trips expected to double by 2020 to 300 million per year. It’s no longer a niche, but rather a catalyst for true growth, making millennial travellers valuable to the Canadian travel industry. Traveller Expectations

New tourism destinations are competing more fiercely than ever for the same traveller by delivering high quality experiences. To remain competitive, Manitoba tourism businesses will need to continually invest in the development of new experiences.

2017 PARTNERSHIP OPPORTUNITIES 5 Moving Traveller Closer to Buying

Travel Manitoba has adopted Destination Canada’s Path to Purchase model, which helps focus efforts on the main opportunities to influence a consumer’s decision-making.

Visitors from outside Manitoba bring incremental wealth adding to our provincial exports. Our goal is to move visitors down the path to purchase, and inspire them to stay longer in Manitoba.

Consumers undertake a complex planning and purchase process to gather information to make a decision on a travel purchase. They buy an experience comprised of places to visit, places to stay and things to do. Visitors look for information before, during and after their trip.

Travel Manitoba’s 2017 Marketing Plan includes actions that impact consumers at every stage of the vacation planning and purchase process.

6 2017 PARTNERSHIP OPPORTUNITIES Target Customers

Travel Manitoba has purchased Destination Canada’s Explorer Quotient (EQ), an award winning segmentation tool that provides access to some of the most in-depth and insightful tourism research currently available. Developed in partnership with Environics Research, EQ is used by several tourism jurisdictions across Canada and it provides a comprehensive understanding of Manitoba’s highest potential customers. With EQ, we have access to sound research that drives marketing related decision-making, providing Manitoba with a stronger competitive advantage.

Travel Manitoba has identified “Authentic Experiencers” and “Cultural Explorers” as two of the nine potential traveller types that are most drawn to the tourism experiences that Manitoba has to offer. Operators will be better able to understand their customers, the types of experiences that they are after and the kind of message that will resonate with them.

> Authentic Experiencers want the best of both worlds – to experience vast natural AUTHENTIC settings and to immerse themselves in the local culture. These travellers want to learn, EXPERIENCERS they are spontaneous, independent and open-minded. Manitoba’s incredible natural settings and wildlife, as well as our rich culture, displayed through our festivals, cultural institutions and diverse communities really speak to these people. They want to paddle river rapids, hike through rugged backcountry, hunt and fish our world class product, swim with belugas, walk amongst polar bears, dig for 80,000,000 year old aquatic fossils and more.

CULTURAL > Cultural Explorers on the other hand, want to discover the entire experience of the culture, people and settings of the places they visit. They go off the beaten track to EXPLORERS find out how people truly live. They want to attend our festivals, learn the culture, the language, share food and drink with the locals... and generally learn about the area from an historical perspective.

Detailed profiles for Authentic Experiencers and Cultural Explorers are available at: quiz.canada.travel/caen/traveller-types/ttAE quiz.canada.travel/caen/traveller-types/ttCE

2017 PARTNERSHIP OPPORTUNITIES 7 8 2017 PARTNERSHIP OPPORTUNITIES Target Markets

Travel Manitoba will concentrate investments on markets where Manitoba has a competitive advantage. Emphasis will be placed on markets with the highest concentration and volume of authentic experiencers and cultural explorers.

We will ensure that our marketing strikes a balance between markets producing results now and those that are most likely to generate strong results in the future. We rely on Destination Canada’s market portfolio evaluation system to determine international markets which have the greatest potential.

CANADA INTERNATIONAL • Manitoba • United States • Alberta • Germany • Ontario • United Kingdom • Québec • China • France CANADA UK • Australia GERMANY VISITATION 10,595,000 VISITATION 11,200 VISITATION EXPENDITURES $1,333,786,000 EXPENDITURES $7,100,000 8,600 EXPENDITURES $7,127,600 CHINA USA FRANCE VISITATION 4,800 VISITATION 354,000 VISITATION 3,800 EXPENDITURES $3,462,000 EXPENDITURES $185,093,000 EXPENDITURES $3,462,000

AUSTRALIA VISITATION 4,600 EXPENDITURES $5,444,600

Travel Manitoba has increased its marketing investments in the United States, China, Germany, the United Kingdom, France and Australia.

Canadian currency has lost value against the U.S. dollar, and the British pound and the euro are projected to lose value in 2017. Exchange rates can influence where visitors choose to vacation and how much they spend. This will make Manitoba more appealing as a destination.

2017 PARTNERSHIP OPPORTUNITIES 9 Target Markets: Key Insights

Canada is Manitoba’s largest market for visitation and tourism expenditures. In fact, 96% of visitation to Manitoba and 83% of tourism expenditures are attributable to Canadian visitors. CANADA According to the latest Travel Markets Outlook published by the Conference Board of Canada, total domestic overnight visits are projected to increase by 2.7% in 2016 boosted by domestic business travel. Manitoba’s economy is well-diversified and disposable income is on the rise. Looking ahead, reports suggest that domestic overnight tourism visitation will continue to post strong growth in Manitoba in 2017. Canadian Markets

Ontario, Alberta and Quebec are among the top five Canadian markets other than Manitoba. These markets account for 98% of total other domestic tourism expenditures.

> Ontario: $114.5 million in expenditures and 347,000 in person visits.

> Alberta: $63.8 million in expenditures and 151,000 in person visits.

> Quebec: $24.3 million in expenditures and 33,000 in person visits.

Visitation

Visitation Expenditures Average Spend/Trip 10,595,000 $1,333,786,000 $126

10 2017 PARTNERSHIP OPPORTUNITIES Trip Purpose Pleasure 40% Business 11% Canada is Manitoba’s largest market for visitation and tourism expenditures. In fact, 96% Visiting Friends & Relatives 41% of visitation to Manitoba and 83% of tourism expenditures are attributable to Canadian visitors. According to the latest Travel Markets Outlook published by the Conference Board of Canada, Other/Leisure 8% total domestic overnight visits are projected to increase by 2.7% in 2016 boosted by domestic business travel. Manitoba’s economy is well-diversified and disposable income is on the rise. Looking ahead, reports suggest that domestic overnight tourism visitation will continue to post strong growth in Manitoba in 2017. What do they want to do? Target Explorer Types

Beach National, Provincial or Nature Park Boating Hiking or Backpacking Cultural Explorers Fishing

Visitation Authentic Experiencers

Market Insights (Global Tourism Watch – DC)

Canadian travellers see Canada as a destination that inspires them to explore the natural geography Northern Region and to meet and engage with its people. Canada is also seen as a destination that offers authentic 502,000 experiences. Older Canadians are more likely to put Canada on their list of dream destinations and are more likely to travel in Canada to visit friends and relatives. And increasingly, Canadian travellers are sharing their experiences and searching for travel 1,291,000 information while on their trip. 445,000 Eastern Region 2,170,000 Western Region 1,779,000 3,207,000 Pembina Valley Central Plains Region 1,144,000

2017 PARTNERSHIP OPPORTUNITIES 11 Target Markets: Key Insights

The U.S. is Manitoba’s largest international market with the highest growth potential of all international markets. Over the long term, U.S. overnight visits are expected UNITED STATES to increase by 3.2% in 2016 and 2.3% in 2017.

Marketing Strategy

The neighbouring states of Minnesota and North Dakota as well as Wisconsin, Michigan, Ohio, Illinois and Indiana are key markets, particularly for the fishing and hunting sector. California has strong growth potential for outdoor adventure experiences.

NORTH DAKOTA MINNESOTA

WISCONSIN MICHIGAN

INDIANA OHIO ILLINOIS

CALIFORNIA

Visitation

Visitation Expenditures Average Spend/Trip Market Potential 354,000 $185,093,000 $523 2,719,000

12 2017 PARTNERSHIP OPPORTUNITIES Trip Purpose Pleasure 34% Business 9% Visiting Friends & Relatives 27% Other/Leisure 30%

What do they want to do? Target Explorer Types

Sightseeing Shopping Outdoor activities (boating, hunting, fishing) Nature and wildlife viewing/activities Cultural Explorers History, people and culture – museums, fairs, festivals

Visitation Authentic Experiencers

Market Insights (Global Tourism Watch – DC)

The U.S. is Canada’ largest international market, with an estimated 11.5 million overnight visitors in 2014 – Northern Region accounting for 70% of total international trips to Canada. The momentum keeps building. So far this year, 26,000 the purchasing power of our target travellers has increased 8.5%, with each U.S. visitor arriving by air spending about $1,619 per trip. Interlake Region 33,000 Parkland Region 20,000 Eastern Region 49,000 Western Region 27,000 Winnipeg 147,000 Pembina Valley Central Plains Region 81,000

2017 PARTNERSHIP OPPORTUNITIES 13 Target Markets: Key Insights

According to Destination Canada, overnight arrivals to Canada from China gained significant momentum with the granting of Approved Destination Status in 2010. Since then, total visitation to Canada has reached CHINA 454,000 visitors, expanding at an average rate of 24% per year. China is now the third-largest overseas market for Canada in terms of visitation and the second-largest market in tourism expenditures. However, the Conference Board of Canada states that the health of China’s economy is a major concern in 2016. China is going through a difficult rebalancing that is seeing it move away from investment and exports to consumption and services.

Marketing Strategy

Technology is changing the way Chinese tourists’ travel booking habits. China now has more than 620 million Internet users. Travel booking via the web or mobile apps has become very popular with independent Chinese travellers. The Chinese market is still developing initial experiences within sales channels and education is an important part of Travel Manitoba’s focus this year.

CHINA

Visitation

Visitation Expenditures Average Spend/Trip Market Potential 4,800 $3,462,000 $721 290,000

14 2017 PARTNERSHIP OPPORTUNITIES Trip Purpose Pleasure 35% Business 28% Visiting Friends & Relatives 15% Other/Leisure 23%

What do they want to do? Target Explorer Types

Shopping Wildlife viewing – National Parks Sightseeing Visiting friends Cultural Explorers Historical sites

Authentic Experiencers

Market Insights (Global Tourism Watch – DC)

The new wave of Chinese tourists consider themselves explorers and seek local, unique experiences that group tours do not have access to. Experiential travel, that emphasizes different areas of local life – culinary, culture, history, shopping, nature or social life, is the emerging trend. Canada’s offers fit well with this emerging trend.

2017 PARTNERSHIP OPPORTUNITIES 15 Target Markets: Key Insights

The U.K. is the largest source of overseas travellers to Manitoba. The Conference Board of Canada is estimating overnight visitation UNITED KINGDOM will increase 6.2% in 2016 and 4.1% in 2017. With added air capacity to London this year and continued marketing efforts by Travel Manitoba, Manitoba is also expected to see an increase in visitation and expenditures from the U.K. market.

Marketing Strategy

Trusted sources such as in-person, social media and online channels are the biggest travel decision influencers for U.K. travellers. Travel Manitoba focuses on partnerships with Destination Canada and on working with travel media influencers and the travel trade in the U.K. Travel Manitoba utilizes travel media influencers and the loyalty-based relationships of the travel trade to expand destination understanding through multiple seasons, regions and experiences in the U.K.

UNITED KINGDOM

Visitation

Visitation Expenditures Average Spend/Trip Market Potential 11,200 $7.1 Million $634 511,000

16 2017 PARTNERSHIP OPPORTUNITIES Trip Purpose Pleasure 40% Business 10% Visiting Friends & Relatives 40% Other/Leisure 10%

What do they want to do? Target Explorer Types

Sightseeing Shopping Nature and wildlife viewing/activities History, people and culture – museums, fairs, festivals Cultural Explorers

Authentic Experiencers

2017 PARTNERSHIP OPPORTUNITIES 17 Target Markets: Key Insights

While Germany is ranked third globally for international tourism expenditures, Germany is ranked second in Manitoba for overseas visitation and expenditures. According to Destination Canada, GERMANY Germany’s consumer confidence reached the highest since the financial crisis of 2008/09. Looking ahead, the Conference Board of Canada is forecasting a 0.7% increase in overnight visitation in 2016 and 1.6% in 2017. Marketing Strategy

The most influential sources, according to German travellers, are friends and family (80%), travel agents (73%) and travel guidebooks (69%), but there were some marked differences between the age groups.

Travel Manitoba is represented by a General Sales Agent to support the strength of travel trade as a booking channel to German consumers who are protected by laws regulating advertising and travel. Travel Manitoba partners with Destination Canada and works with German travel media influencers and the travel trade to promote fly-drive itineraries throughout Manitoba or in partnership with other provinces, overnight stays in Winnipeg and expanding the seasonality of Churchill visitation.

GERMANY

Visitation

Visitation Expenditures Average Spend/Trip Market Potential 8,600 $7,127,600 $829 561,000

18 2017 PARTNERSHIP OPPORTUNITIES While Germany is ranked third globally for international tourism expenditures, Germany is ranked second in Manitoba for overseas visitation and expenditures. According to Destination Canada, Germany’s consumer confidence reached the highest since the financial crisis of 2008/09. Trip Purpose Pleasure 47% Looking ahead, the Conference Board of Canada is forecasting a 0.7% increase in overnight Business 23% visitation in 2016 and 1.6% in 2017. Visiting Friends & Relatives 24% Other/Leisure 7%

What do they want to do? Target Explorer Types

Nature and wildlife viewing/activities Sightseeing Hiking and walking Camping and canoeing Cultural Explorers History, people and culture – museums, fairs, festivals

Authentic Experiencers

Market Insights (Global Tourism Watch – DC)

German travellers are more sensitive than most to ensuring they receive the best ‘value’ possible. Canada competes well with other long-haul destinations and leads the U.S. on all value attributes. ‘Green’ destinations and active holidays are becoming increasingly popular with German travellers. Popular activities include hiking, cycling and exploring destinations with touring. Customized packages offered by German operators continue to report strong growth. Full packages, on the other hand have been declining.

2017 PARTNERSHIP OPPORTUNITIES 19 Target Markets: Key Insights

The Conference Board of Canada estimates that overnight visitation from Australia to Canada will increase 3.4% in 2016 and 4.7% increase in 2017. Awareness of Canadian vacation AUSTRALIA opportunities has increased dramatically in recent years. The number of Australian long-haul travellers who say they are likely to visit Canada in the next two years is up from 20% in 2007 to 32% in 2014.

Marketing Strategy

While Australians have been as keen as any to embrace the digital world, and are more than capable of researching and booking trips online, they still tend to turn to travel agents when booking long-haul travel. Travel-trade marketing remains key to promoting Canada to first-time Australian travellers. However, compared to the competing long-haul destinations, visitors to Canada have little reservation in recommending it to friends and family – the most influential source of information and advice on where to go and what to see. Sharing their experiences, particularly through social media and travel-review websites, should be encouraged.

AUSTRALIA Visitation

Visitation Expenditures Average Spend/Trip Market Potential 4,600 $5,444,600 $1,184 290,000

20 2017 PARTNERSHIP OPPORTUNITIES The Conference Board of Canada estimates that overnight visitation from Australia to Canada will increase 3.4% in 2016 and 4.7% increase in 2017. Awareness of Canadian vacation opportunities has increased dramatically in recent years. The number of Australian long-haul Trip Purpose Pleasure 62% travellers who say they are likely to visit Canada in the next two years is up from 20% in Business 9% 2007 to 32% in 2014. Visiting Friends & Relatives 25% Other/Leisure 4%

What do they want to do? Target Explorer Types

Shopping Wildlife viewing – National Parks Sightseeing Visiting friends Cultural Explorers

Authentic Experiencers

Market Insights (Global Tourism Watch – DC)

While Australian long-haul travellers have a great appreciation of Canada’s natural beauty, there is less known about what else it has to offer. There is certainly an appreciation of the fact that we can provide unique and authentic travel experiences, but this may be tied to brand imagery around scenery and outdoor adventures. This is particularly important in attracting younger Australians to Canada, who are looking for more than just beautiful scenery.

2017 PARTNERSHIP OPPORTUNITIES 21 Target Markets: Key Insights

France is Canada’s second-largest overseas inbound market after the U.K., and is ranked third in Manitoba for overseas visitation and expenditures. The French economy accelerated significantly FRANCE overall in 2015 compared to 2014, and based on the latest border entry statistics, 2015 overnight arrivals from France achieved the highest level in history. The Conference Board of Canada estimated that overnight visitation from France increased by 3% in 2015. A similar growth rate is expected for 2016.

Marketing Strategy

Similar to the other European markets, in-person interactions remain the primary information source on Canadian destinations; followed by traditional offline sources such as TV travel shows, travel guides, and brochures. The French are less reliant on online sources such as social media and travel sites. French travel trade show high interest in Franco-Manitoban experiences and emphasize the importance in French Language Services for their clients.

FRANCE

Visitation

Visitation Expenditures Average Spend/Trip Market Potential 3,800 $2.6 Million $684 581,000

22 2017 PARTNERSHIP OPPORTUNITIES Trip Purpose Pleasure 45% Business 10% Visiting Friends & Relatives 36% Other/Leisure 9%

What do they want to do? Target Explorer Types

History, people and culture – museums, fairs, festivals Shopping Nature and wildlife viewing/activities Sightseeing Cultural Explorers

Authentic Experiencers

Market Insights (Global Tourism Watch – DC)

French travellers seek destinations that offer a combination of scenery, opportunities to explore local lifestyles, cultural and historical attractions, and Indigenous culture. To compete with its rivals, Canada needs to emphasize value for money, convey a sense of urgency and work to diversify French travellers’ perceptions of the country as one of more than beautiful scenery and nature. Though Canada has a dominant presence among French travellers, more travellers first consider the U.S. for a holiday. Over the long term, Canadian destinations would benefit from growing top-of-mind consideration.

2017 PARTNERSHIP OPPORTUNITIES 23 @STVMCD 24 2017 PARTNERSHIP OPPORTUNITIES Marketing Objectives

> Provide brand leadership and align tourism partners to deliver a unified message in key domestic, national and international markets.

> Build a province-wide tourism marketing platform with scalable opportunities for industry participation.

> Increase Manitoba’s international reach through partnerships with the tourism industry, powerful brands and third party influencers.

> Deepen consumer engagement on digital platforms.

> Lead innovation in the delivery of visitor services.

Brand Awareness Campaign

Travel Manitoba’s brand, “Manitoba, Canada’s Heart… beats” has attracted attention locally, nationally and internationally. The brand has won numerous marketing awards, has gained the support of industry, business and government, and most importantly, has drawn visitors and made Manitobans proud. Travel Manitoba will continue its brand awareness campaign in high profile mediums such as Air Canada video seatbacks, Air Canada’s in-flight magazine, and television advertising in its primary markets during highly rated programs and special events.

To help build on the continuing success of Travel Manitoba’s brand campaign, we’ve created a menu of marketing opportunities that will encourage travellers to come visit you! These opportunities are outlined in the following pages.

2017 PARTNERSHIP OPPORTUNITIES 25 26 2017 PARTNERSHIP OPPORTUNITIES 2017 Partnership Opportunities

U.S. Campaign...... 28

International ...... 30

Content Publishing Partnerships ...... 32

Digital Opportunities...... 34

Content Marketing ...... 39

Visitor Information Centre (VIC) Opportunities ...... 43

Fish & Hunt Opportunities...... 46

2017 PARTNERSHIP OPPORTUNITIES 27 U.S. Campaign

The United States is Manitoba’s largest international market with the highest growth potential of all international markets. Recognizing that with the state of the Canadian currency and Canada being viewed as a safe place for Americans to travel, Travel Manitoba has significantly increased its investment in the U.S.

Travel Pages

Compelling stories about Manitoba experiences and attractions will be included in the weekend edition of the Grand Forks Herald (Circulation: 23,900) and Fargo-Moorhead Forum (Circulation: 41,000) between May and September, 2017.

Opportunity

Purchase an ad to be published alongside Travel Manitoba’s editorial. Grand Forks Herald – Distribution: Sundays, 6 ads/page Fargo-Moorhead Forum – Distribution: Sundays, 6 ads/page

Cost: $750

Newspaper Inserts

Travel Manitoba will reach important U.S. markets through a targeted SPECIAL ADVERTISING FEATURE insert in major daily newspapers: Minneapolis Star Tribune, Grand Forks Herald, Fargo-Moorhead Forum, AAA North Central, and Chicago Tribune, for a total distribution over 700,000.

Opportunity SPECIAL ADVERTISING FEATURE SPECIAL ADVERTISING FEATURE

The most BEAUTIFUL BUILDING Purchase a half page ad in any paper distributed in June, 2017. in Canada… was designed to inspire If you want an amazing sensory experience this summer, you need to visit the Canadian Museum for Human Rights in Winnipeg. Bridging past, present and future, the Museum delivers a visitor experience unlike anything else in the world, taking you on a journey of inspiration from darkness to light. And the building is just the start. Inside 12 themed galleries connected by glowing alabaster ramps, the latest in modern 12 opportunities available per paper. technology supports the oldest and most human form of communication – storytelling. Stories of violation, survival, resistance and inspiration encourage learning from past and present to engage in a conversation about the future. What’s a prom dress from a Georgia teenager doing in a human rights museum in WILD MANITOBAWinnipeg, Canada? You’ll explore hundreds of stories, from Maréisha Rucker organizing Go in her high-school’s first integrated prom in 2013 to Malala Yousafzai’s campaign for girls’ education in Pakistan to Nelson Mandela’s struggle against apartheid in South Africa to graffiti art demanding democracy in Egypt. With a focus on ideas, not objects, it has From the wildlife of the north to re-invented the museum experience. Setting new standards for universal accessibility, the cultural wonders of Winnipeg, a rich experience awaits every visitor regardless of ability. Dynamic exhibits encourage Cost: $4,500 participation, as you vote to express your opinion on human rights court rulings or discover something new! join your kids or grandkids in an interactive digital game about bullying. Open seven days a week to September 5, the Canadian Museum for Human Rights provides a powerful experience for people of all ages.

Be Inspired The world’s only human rights museum will stay with you. Explore moving stories and awesome architecture at the Canadian Museum for Human Rights in Winnipeg, Canada.

Make memories that will last a lifetime. humanrights.ca

#AtCMHR

28 2017 PARTNERSHIP OPPORTUNITIES U.S. Digital Retargeting Campaign

With Travel Manitoba expanding our reach into target U.S. markets we have put Manitoba content in front of more Americans than ever before. These campaigns are building an interested audience of potential U.S. travelerswho are already familiar with our province.

Opportunity

Partners can buy into four different campaigns targeting this interested audience pool who have already interacted with our content sometime in the past 3 months.

Partners’ ads will feature partner-specific content and lead directly to a landing page on the partner’s website. Partners can choose to be part of either an Urban or Outdoor campaign in one or more of the seasons below:

> Winter: January/February/March (overlap in March with Spring)

> Spring: March/April/May (overlap in March with Winter)

> Summer: June/July/August

> Fall: September/October/November

Cost: $750 @KRIS10PETERS

2017 PARTNERSHIP OPPORTUNITIES 29 International

Travel Trade and Incentive Travel

Travel Manitoba provides numerous opportunities to market Travel Manitoba will be attending the following and interact with decision-makers and leaders in international marketplaces in 2017: markets. Working with tour operators, travel companies, conference and incentive travel planners, affinity/special interest • Feb 1-9, 2017 groups and adventure tourism companies, Travel Manitoba Canada Corroboree - Australia aims to increase tourism revenues by targeting high income consumers through key re-sellers in our target markets. • Feb 12-15, 2017 Education Travel Conference - St. Louis Efforts in international marketing present an additional outlet for consumers to purchase their travel needs and offer further • March 8-12, 2017 reach for Manitoba suppliers into markets that may otherwise ITB – Berlin – Attended by not be reached. A significant percentage of visitors to Manitoba German General Sales Agent book using the travel trade or through incentive travel, providing considerable visitation and revenue from this important channel. • May 9-12, 2017 Rendez-vous Canada (RVC) - Calgary Meetings, conventions and incentive travel attract close to two million visitors each year to Canada with total spending • June, 2017 of $1.7 billion–almost a quarter of all money spent by inbound Adventure Elevate (Location: TBD) overnight travellers. Canada is the number one location for • Oct, 2017 outbound meetings business from the U.S., which brings in Showcase Asia (Location: TBD) $1.4 billion annually. • Nov 28-Dec 2, 2017 Clients are interested in exciting urban experiences and USTOA – Hollywood, Florida outdoor adventures found in Manitoba, such as kayaking alongside beluga whales, watching polar bears in their natural habitat, or fishing in remote locations. As a partner in Travel Opportunity A Manitoba’s international travel trade/incentive initiatives, you will receive many benefits including: Inclusion in profile sheets, RVC rebate, connecting with high volume buyers, gaining direct international 1. Show leads and profiles market exposure, extending your marketing dollars, and benefiting from on-line market exposure and 2. Marketplace registration rebates – access to industry data. Rendez-Vous Canada only 3. Access to state of the art database information Meet and greets with Travel Trade, Media and Incentive operators during group FAMs (minimum 4. Product audits of two per year). 5. Co-op marketing investment matching opportunities Cost: $1,500 per year As well, Travel Manitoba’s in-market agent for Germany prepares and distributes a newsletter to over 150 tour operator partners in the German speaking European markets each quarter. Travel Trade Opportunity B partners will receive first priority for news and product updates All opportunities from above plus the opportunity in this newsletter which has open rates of 60-80%. to attend a California sales mission, as well as another sales mission in either New York City or Chicago. This opportunity also includes attendance at SITE SoCal on Dec.13, 2016, and an invitation to attend evening reception at Incentive Canada 2017 in Winnipeg.

Cost: $3,000/year

30 2017 PARTNERSHIP OPPORTUNITIES Team Media Opportunity

Join our media team in showcasing your world class offer. Team media partners will be invited to participate in the exclusive events listed below, where they will partner with Travel Manitoba to highlight their destination and products to top international media. Your membership in the team ensures you will be front and centre at our media events, and that you will be featured as a premium destination in our annual story guide.

Team Media events:

• UK Media Blitz and International Media Marketplace March 2017

• Canada Media Marketplace major event sponsor April 2017

• German Media Blitz Fall 2017

Cost: $3,000 Note: Travel expenses to events are not included. @LETHALLENS

2017 PARTNERSHIP OPPORTUNITIES 31 Content Publishing Partnerships

Travel Manitoba will be pursuing content publishing enRoute (Air Canada in-flight magazine) partnerships with several of Canada’s leading magazines, offering partners opportunities for editorial, advertising, Travel Manitoba will have two 12-page inserts in Air Canada’s digital and social engagement with their readership. enRoute magazine, one in April (Spring/Summer) and one Details on specific opportunities and prices will be available. in August (Fall/Winter). Together with its Air Canada Express regional partners, Air Canada serves close to 35 million passengers annually and provides direct passenger service Canadian Living to more than 175 destinations on five continents. Canadian Living is the #1 media brand for Canadian women. Sharing inspiring food, Distribution fashion, health, family, crafts, DIY, work and home décor ideas. 119,942 copies will be placed aboard Air Canada flights for each of the two months. The magazine has a monthly readership of more than 1,148,000 (9.6 readers per copy). Canadian Geographic

Canadian Geographic reaches 3.1 million Opportunity print readers and 1.3 million digital viewers per issue, and is the largest reaching Purchase an advertorial or an ad in Air Canada’s paid travel magazine. enRoute to get your message in front of this important demographic segment.

Chatelaine (French edition) Cost: Full Page Advertorial – $7,000 (4 available per issue) Half Page Advertorial – $3,500 (4 available per issue) The French language version of Canada’s largest women’s brand. 1/2 Page Ad – $3,000 (4 available per issue) 1/3 Page Ad – $2,000 (3 available per issue) Opportunity

Travel Manitoba will provide a full range of opportunities for our partners to invest in with us.

Cost: $1,000 to $7,000

32 2017 PARTNERSHIP OPPORTUNITIES Canada Summer Games Manitoba Vacation Guide 2016 Travel Manitoba Vacation Planner

Travel Manitoba will be creating a Manitoba Vacation Guide This year, Travel Manitoba will be creating and releasing enRoute (Air Canada in-flight magazine) directed towards the athletes and their families, spectators one planner that highlights Manitoba’s activities and and tourists who will be traveling to Manitoba for the 2017 events throughout the entire year. Travel Manitoba will have two 12-page inserts in Air Canada’s Canada Games. This one-time publication will highlight enRoute magazine, one in April (Spring/Summer) and one attractions and events taking place the two weeks prior, Distribution in August (Fall/Winter). Together with its Air Canada Express during and the two weeks after the Canada Games along regional partners, Air Canada serves close to 35 million with travel information that relates to the Canada Games. 321,000 guides will be distributed in mid-January passengers annually and provides direct passenger service in our primary domestic markets – Winnipeg, The Guide will be available in all Travel Manitoba Visitor to more than 175 destinations on five continents. rural Manitoba, NW Ontario, Toronto, English-speaking Information Centres, and available online, as of March 31, 2017. Quebec, North Dakota and Minnesota, as well as an Distribution additional 40,000 in visitor centres around the province. Opportunity 119,942 copies will be placed aboard Air Canada flights Purchase an ad to be featured in this guide which Opportunity for each of the two months. The magazine has a monthly will encourage travellers and athletes to either readership of more than 1,148,000 (9.6 readers per copy). Purchase a full colour ad or advertorial in the extend their stay or come back. vacation planner. Cost: Full page Ad – $750 Opportunity Cost: Inside Front Cover Ad – $7,000 Half page Ad – $375 Purchase an advertorial or an ad in Air Canada’s Inside Back Cover Ad – $7,000 Quarter page Ad – $200 enRoute to get your message in front of this important Outside Back Cover Ad – $7,800 demographic segment.

Cost: Full Page Advertorial – $7,000 (4 available per issue) Advertorial: Half Page Advertorial – $3,500 (4 available per issue) Full Page – $5,500 1/2 Page Ad – $3,000 (4 available per issue) 1/2 Page – $3,700 1/3 Page Ad – $2,000 (3 available per issue) Ads: Full Page – $5,000 1/2 Page – $3,200

Coupons/Packages – $600

2017 PARTNERSHIP OPPORTUNITIES 33 Digital Opportunities

TravelManitoba.com is the number one source of information for potential visitors to Manitoba. The website is easier to navigate and it offers even more trip inspiration and opportunities to send users to your website to close the sale.

With over one million page views from January 1-September 1, 2016 alone, travelmanitoba.com continues to increase the number of leads directed to partners. With our new tracking system, we are better able to provide you with more accurate data capture.

Website Category Header Images Block ads

Travel Manitoba’s website includes one large high resolution From January 1-September 1, 2016 website ads header image for each category listed on our website. received a total of 1,757,120 impressions and 7,611 click-throughs to partner sites with an overall click-through rate of 0.43%. This exceeds the industry Opportunity average. Changes in the style of the block ad have Purchase the category header image for one month in increased click-through rate substantially over 2016 the category of your choice listed on travelmanitoba.com and we are offering the same in 2017. and Travel Manitoba will include your organization’s name linking to your website on the image. Opportunity Numerous opportunities available. Purchase a block ad on our homepage or interior pages Cost: $500/month (Where to Stay, What to Do, Places to Go, Events and Festivals, our Manitoba Hot Blog, or Everything Churchill site). Submit a photo, 25 words (max) of enticing text and a URL that you would like the photo to link to. Limited opportunities available per landing page.

Cost: $2000/year/page

34 2017 PARTNERSHIP OPPORTUNITIES Travel Packages

Travel Packages will be featured on the Travel Deals page linked from the travelmanitoba.com homepage. 24 partner packages in 2016 received a total of 13,420 hits between January 1-September 1, 2016.

Opportunity

Purchase a Travel Package which will include your organization’s logo, one image, and description of your package.

Cost: $500/package

Featured Package Enhanced listings / Custom ID page

Each month, Travel Manitoba will be highlighting Enhanced listings are very effective and are clicked three packages on our homepage. more often than basic listings on travelmanitoba.com. There were 38,853 views and 14,950 click-throughs on Opportunity enhanced listings from January-September, 2016. Upgrade your package ad as one of the exclusive Opportunity feature packages on Travel Manitoba’s homepage for one month. Three opportunities per month. Upgrade your basic listing on travelmanitoba.com to an enhanced listing. You can also customize and Cost: $500/month update your page yourself. Upload offers, images and videos and include links to existing social media feeds: Twitter, Flickr, Facebook. As a bonus, your listing will be rotated on the homepage for increased visibility.

Cost: $1,200/year

2017 PARTNERSHIP OPPORTUNITIES 35 Enhanced Events Heart Wall

Highlights This interactive wish list allows users to “Browse & Discover” or to take a “Guided Tour” of Manitoba’s tourism experiences. Featured events will be highlighted at the Users can browse categories that contain listings of top of the Travel Manitoba events page experiences, attractions, services and destinations to create (www.travelmanitoba.com/events) under custom itineraries. After a visitor has selected a listing by the “Special Events” category and will be clicking on its photo icon, a listing page will provide expanded designated as a “Featured Event” for the month information including a description and contact information. or months when your event takes place. Visitors can add this listing to their customized itinerary and then return to the home page to continue to explore Opportunity Manitoba’s travel experiences.

Upgrade your basic event listing on travelmanitoba.com While originally built as a digital tool for the Visitor to a featured event listing. Information Centres, based on user feedback we are changing the focus of the Heart Wall to online and Cost: $500/event mobile use, accessible anytime and anywhere. The online/mobile version of the Heart Wall also features a link to the partner’s website in the listing so users can click through to book an experience, buy tickets, etc. directly from the Heart Wall listing.

Opportunity

Heart Wall Home Page – Tier 1 (top half of the page): There are three opportunities to be featured in one of six randomly selected spots that change on refresh. The opportunities will appear as one of three sizes, and partners will receive weighted representation.

Cost: $750 per month

Heart Wall Home Page – Tier 2 (bottom half of page): There are five opportunities to be featured in one of ten randomly selected spots that change on refresh. The opportunities will appear as one of three sizes, and partners will receive weighted representation.

Cost: $500 per month

36 2017 PARTNERSHIP OPPORTUNITIES There are eight main categories on the navigation of the Heart Wall: Great Outdoors; Arts & Culture; Winnipeg; Churchill; Cities & Towns; Family Fun; Fishing & Hunting; and Events. Each category will have the same partner opportunities:

Category Home Pages – Tier 1 (top half of the page): There are three opportunities to be featured in one of six randomly selected spots that change on refresh. The opportunities will appear as one of three sizes, and partners will receive weighted representation.

Cost: $300 per month

Category Home Pages – Tier 2 (bottom half of page): There are five opportunities to be featured in one of ten randomly selected spots that change on refresh. The opportunities will appear as one of three sizes, and partners will receive weighted representation.

Cost: $150 per month

2017 PARTNERSHIP OPPORTUNITIES 37 Consumer E-newsletters E-cards

In order to keep our readers engaged, 52 e-newsletters E-cards have been a highly effective targeted tool will be sent out throughout the year (one per week). for operators. Based on 14 e-cards sent through The content of each e-newsletter will include primary January-September 2016, the open rate was 23% and secondary stories that entice the subscriber to dig with an average click rate of 1%. Eighteen e-cards deeper and click through to read the entire e-newsletter will again be sent out throughout the year, each featuring one partner exclusively. Open Rate: 22% Click Rate: 3% Distribution

Distribution Each e-card will be sent out to our database of approximately 8,500 people. Each e-newsletter will be sent out to our database of approximately 8,500 people. Opportunity

Opportunity Purchase and design an e-card to market your own unique experience, package, etc. Have your ad appear in the e-newsletter for two weeks of your choosing. Cost: $1,500

Cost: $500/two weeks (one ad/e-newsletter/week)

38 2017 PARTNERSHIP OPPORTUNITIES E-cards Content Marketing

E-cards have been a highly effective targeted tool for operators. Based on 14 e-cards sent through Live Influencer Campaign January-September 2016, the open rate was 23% with an average click rate of 1%. Eighteen e-cards will again be sent out throughout the year, Travel Manitoba’s blog ManitobaHot.com has a dedicated each featuring one partner exclusively. following that sees almost 100,000 page views and 30,000 unique visitors each month. And these numbers Distribution are constantly growing as our team works to create meaningful and engaging content to inspire, attract Each e-card will be sent out to our database and draw visitors to Manitoba. of approximately 8,500 people. A Travel Manitoba blogger will visit your event, venue, attraction or experience and share their adventures through Opportunity Travel Manitoba’s Twitter, Facebook, Instagram and blog.

Purchase and design an e-card to market your own unique experience, package, etc. Opportunity

Cost: $1,500 Sign up to host a Travel Manitoba blogger for an experience ranging from one to two days. All itineraries/experiences must be consumer ready and bookable for a minimum of two people. Requirements include hosting costs for the visiting blogger.

Your live influencer campaign will include the following:

> Three tweets > One Instagram post > One blog post on Manitoba Hot > One boosted Facebook post of your blog post > Travel Manitoba will take your blog post and generate it into evergreen content to be used on TravelManitoba.com > Inclusion in consumer e-newsletter

10 opportunities only.

Cost: $1,500

2017 PARTNERSHIP OPPORTUNITIES 39 Creative Content Campaign

Travel Manitoba will design a creative content campaign for your unique event, venue, product or destination. The content team will brainstorm two shareable ideas and will work with you to produce a piece worthy of engagement.

Opportunity

Your creative content campaign will include:

> Three tweets > One Instagram post > One blog post on Manitoba Hot > One boosted Facebook post of your blog post > Travel Manitoba will take your blog post and generate it into evergreen content to be used on TravelManitoba.com > Inclusion in consumer e-newsletter

You can also enhance your creative vision even further by adding the wow factor to your campaign. Ideas may include: an infographic, a video, a challenge/competition or anything Travel Manitoba can dream up with you.

10 opportunities only.

Cost: $2,500

Content Photography

The first step to great marketing is great photography!

Opportunity

Travel Manitoba would like to work cooperatively with our partners to enhance not only our digital assets but those of our partners. Travel Manitoba will send our Visual Content Specialist or contract photographer to take high resolution photographs that both the partner and Travel Manitoba can use for marketing.

Based on the requirements of the photo shoot, Travel Manitoba will work with the partner to identify full costs and then the partner and Travel Manitoba will share in the cost. In the case of multi-day shoots the partner may be asked to contribute to the hosting costs.

Limited number of opportunities available.

Cost: $500-$3,000

40 2017 PARTNERSHIP OPPORTUNITIES Facebook Boosted Posts Twitter Advertising

Travel Manitoba’s Facebook page has more than Opportunity 73,000 likes and receives more than 300,000 engagements with a reach of more than 4 million Use Travel Manitoba’s large and engaged audience on average, each month. to drive traffic to your website promoting your upcoming event, new product or special offer. Requirements include a link, hashtag (if available) Opportunity and four high quality images.

Travel Manitoba will ‘boost’ your Facebook post, Maximum 2 opportunities/month. thereby increasing the number of newsfeeds it appears in and the amount of engagement you Cost: $300 will get. Facebook boosted posts are a great way to promote ‘evergreen’ content or a special time limited offer for your brand. Requirements include a link and four high quality images.

10 opportunities only.

Cost: $300

Twitter Posts

Travel Manitoba’s Twitter audience has grown to over 25,000 followers and receives over 600K impressions on average, each month. Twitter allows you to promote upcoming events, new products and special offers.

Opportunity

Travel Manitoba will send three separate tweets to promote your event or attraction. Requirements include a link, hashtag (if available) and four high quality images.

Maximum 2 opportunities/month.

Cost: $150

2017 PARTNERSHIP OPPORTUNITIES 41 Instagram Insta-meetup

Travel Manitoba’s Instagram has more than 41,000 Harness the power of local influencers by hosting followers and has received almost 100,000 likes an Instagram meetup at your attraction. and 22,000 comments. Instagram features the most stunning and most beautiful images in social media. Opportunity Opportunity Travel Manitoba will invite local photo enthusiasts to attend as they tour your attraction sharing photos Promote your brand with an Instagram ad on with their followers. A Travel Manitoba escort will be Travel Manitoba’s feed. Requirements are four in attendance. Requirements include any hosting costs. high quality images. Images must be of the most striking and high quality variety possible. Four opportunities available. Travel Manitoba reserves the right to reject Cost: $500/meet-up submitted content.

Maximum 2 opportunities/month. Cost: $300 Pinterest

Pinterest is every marketer’s dream, catering to a primarily affluent, female audience who are typically the decision makers in their homes. Travel Manitoba has a following of 2,300 on Pinterest, where stunning images and the best content are shared.

Opportunity

Get your brand noticed with targeted Pinterest advertising. Requirements include a link and four high quality images. Images must be of the most striking and high quality variety possible.

Travel Manitoba reserves the right to reject submitted content.

Maximum 2 opportunities/month.

Cost: $150

42 2017 PARTNERSHIP OPPORTUNITIES Visitor Information Centre (VIC) Opportunities

Travel Manitoba’s new Visitor Information Centre at The Forks showcases the range of Manitoba’s tourism experiences. Here, our experienced travel counsellors have welcomed 17,500 more visitors than last year. Our interactive trip planning tool, which allows visitors to create a custom trip plan, supports the knowledge offered by our Travel Counsellors as well as the information available from the partner brochures on display. The green screen has proven to be a fun way to explore Manitoba for people of all ages and our immersive video screens are capturing the attention of visitors at The Forks. Our new Visitor Information Centre is a place to be wowed by the beauty, diversity, and hospitality of Manitoba.

WOW Wall/ 5 Screens

The WOW Wall is a five screen video wall that is 4’x12’. It will show 4K video of Manitoba’s travel experiences and Signature Partners.

2017 PARTNERSHIP OPPORTUNITIES 43 Lounge Screen Exterior Event Screen

This screen is located in the far end of the VIC, making The purpose of the exterior screen is to grab people’s it the ideal spot for travel counselling sessions. attention and bring them into the VIC, asking “where can I do that?” The screen shows varied content including still images and event information. Opportunity A – Visitor Information Centre at The Forks Partners will have 30 second spot twice per hour Opportunity to showcase their commercials/video images. This screen runs from 7:00am to 9:00pm daily. Partners can purchase to be one of six feature events featured on the exterior screen to be 10 opportunities per quarter. displayed with an image and your event information (date, location, website). Cost: $1,000 per quarter 6 opportunities available a month.

Cost: $750 per month

Opportunity B Green Screen Photo Wall

Each of the Emerson, Kirkella and Whiteshell Visitor Information Centres have screens. A green screen lets visitors put themselves in some of Manitoba’s most iconic destinations. Visitors receive Partners will have a 30 second spot twice per hour their green screen photos via email/text. to showcase commercials/video images. The screens run from 10:00 am to 6:00pm daily. Opportunity Cost: $500 per centre The green screen features ten partner images that change monthly. Partner images and the emailed photo include content messages (ie. logo, brand statement, etc). Partners must provide photos that meet the specifications required for the green screen technology.

10 opportunities per month.

Cost: $300 per image per month.

44 2017 PARTNERSHIP OPPORTUNITIES Screens above Travel Host desk

There are video monitors placed above the Travel Hosts’ desks that include point of sale information and events listings.

Opportunity

Partners can purchase to be one of three featured events of the week to be displayed with an image and your event information (date, location, website).

We will feature 3 events each week in all four Visitor Information Centres: The Forks, Kirkella, Whiteshell, and Emerson Visitor Information Centres.

Cost: $200 per week per event

Visitor Information Centres- Emerson, Whiteshell and Kirkella

Visitor Information Centre washrooms are a common pit stop for road travellers. The visitor centre washrooms are open 24 hours a day, 365 days a year and are used very frequently by travellers entering Canada.

Travel Manitoba’s Visitor Information Centre at the Emerson border is a key way to inform U.S. travellers about Manitoba events and attractions. Walk-in traffic from January-September, 2016: 21,818 visitors.

The Whiteshell Visitor Information Centre is open from May to October. Walk-in traffic from May-September, 2016: 28,600 visitors.

The Kirkella visitor centre is open from May to September. Walk-in traffic from May-September, 2016: 15,371 visitors.

Washroom Advertising

Opportunity

Advertise your message at the Emerson, Kirkella, and Whiteshell Visitor Information Centres.

Ads will be prominently displayed above urinals and in washroom stalls. Size: 11” x 17” full colour - 2 partners per poster

Emerson: Men’s washroom: 8 opportunities/quarter Women’s washroom: 8 opportunities/quarter MORE Whiteshell: OPPORTUNITIES Men’s washroom: 12 opportunities/season ADDED! Women’s washroom: 12 opportunities/season

Kirkella: Men’s washroom: 6 opportunities/season Women’s washroom: 4 opportunities/season

Cost: $300 per season

2017 PARTNERSHIP OPPORTUNITIES 45 Fish & Hunt Opportunities

Manitoba Marvels Fishing Magazine

Last year, Travel Manitoba launched its revamped printed fishing guide. The sleeker publication was a hit with industry and anglers alike. This year, the guide will feature more relevant content on Manitoba’s signature angling experiences, highlighting the major product segments and the benefits of fishing with a pro. Manitoba Marvels will also feature bigger and better contests along with the Top 5 Master Angler catches for each species from the last year.

Distribution includes direct mail of 15,000 copies to 2016 Master Angler recipients in Canada and the U.S.; circulation of 2,000 copies at All Canada shows in Chicago, Minneapolis and Green Bay; custom mailer of 10,000 copies to Northland Outdoor subscribers in the northern/Midwest U.S.; 3,000 copies at Travel Manitoba Visitor Information Centres; in addition to inclusion in Travel Manitoba’s Vacation Guide. 230,000 copies will be distributed in January to our primary domestic markets – Winnipeg, rural Manitoba, NW Ontario and North Dakota.

Opportunity

Purchase an ad in Manitoba Marvels, and as a bonus, your ad will also appear in the 2017 Travel Manitoba Vacation Planner fishing section.

Cost : Advertorial: $6,500 Full Page Ad: $6,000 Half Page Ad: $3,000

Manitoba Marvels Hunting Magazine

This year, Travel Manitoba is pleased to offer our hunting consumers a publication just for them. This new magazine will feature exclusive content on Manitoba’s signature hunting experiences, including the benefits of hunting with a pro. The magazine will highlight Manitoba’s diverse regions and the species available in each. Manitoba Marvels will also provide a complete overview of the rules and regulations of the new Manitoba Master Hunter Awards program as well as information on Manitoba’s hunting regulations. Manitoba Marvels will complement the new-look huntfishmanitoba.com as well as the brand new Manitoba Master Hunter Awards program website, hunters.travelmanitoba.com.

Distribution includes circulation of 2,000 copies at All Canada shows in Chicago, Minneapolis and Green Bay; a custom mailer of 15,000 copies to Northland Outdoor subscribers in the northern/Midwest U.S.; and 3,000 copies at Travel Manitoba Visitor Information Centres.

Cost : Advertorial: $6,500 Full Page Ad: $6,000 Half Page Ad: $3,000

46 2017 PARTNERSHIP OPPORTUNITIES Fish & Hunt Opportunities

Ads on the fish/hunt website and blog have been shown Leaderboard Ad to be very effective at driving traffic to lodge and outfitters websites. Huntfishmanitoba.ca had 80,000 unique visitors Leaderboard ads will appear on interior pages and 190,000 page views from January - September 2016, (What You’ll Catch/What You’ll Hunt/Master Angler with over 30,000 new users throughout the United States. Program/Li’l Angler Program/Fishing Licenses).

Enhanced Listings Opportunity Purchase an ad and it will appear on all interior pages. All lodges and outfitters will receive a listing at no charge which will include one photo and longer description. 10 opportunities only.

Cost: $500 Annually Opportunity

Enhanced listings will include up to 10 images in a photo gallery, videos, coupons/packages, social media links and be listed at the top of the page.

Cost: $1,000

2017 PARTNERSHIP OPPORTUNITIES 47 Species Sponsorship

The species sponsorship is available as a leaderboard ad located on the species content pages.

Opportunity

Your ad will appear on your species of choice. Fishing species sponsorship opportunities: Walleye, Northern Pike, Lake Trout, Arctic Grayling, Channel Catfish, Smallmouth Bass, Perch, Lake Sturgeon, Black Crappie, Rainbow Trout, Brown Trout, Brook Trout, Tiger Trout, Splake, Carp, Freshwater Drum, Goldeye, and Mooney. Hunting species sponsorship opportunities: Black Bear, Moose, Caribou, Elk, Whitetail Deer, Predator, Migratory Game Bird and Game Bird.

6 opportunities available per species page.

Cost: $400/year

Regional Destination Page

Each of Manitoba’s regions is profiled with a “Destination Spotlight” page – Western, Interlake, Northern, Parkland, Pembina Valley Central Plains and Eastern.

Opportunity A – Header Images

Purchase the header image for one quarter (3 months) on the regional page of your choice and we will include your organization’s name linking to your website on the image.

Cost: $500/quarter

Opportunity B – Block Ads

Purchase a block ad for one year on the regional page of your choice.

Limit 2 per regional page/year

Cost: $500/year

Opportunity C – Package Ads

Purchase a package ad for one year on the regional page of your choice.

Limit 2 per regional page/year

Cost: $500/year

48 2017 PARTNERSHIP OPPORTUNITIES Fishing E-newsletters

We will be sending out 12 e-newsletters per year to our Master Angler database.

Opportunity A

Purchase the feature story on the newsletter and write the content to feature your product/destination for the month of your choice. Available months are February, April, June, August, October and December.

Limit of one partner per month (subject to approval/editing by Travel Manitoba).

Cost: $1,500

Opportunity B

Purchase a block ad for the month of your choice. Available months are January-December.

Limit of 3 partners per month.

Cost: $500/e-newsletter

2017 PARTNERSHIP OPPORTUNITIES 49 Fish/Hunt Blog

The fish/hunt blog has become a go-to source for thousands of targeted fishing and hunting enthusiasts. This popular site showcases engaging content on Manitoba’s unique fishing and hunting opportunities and destinations, plus a variety of fish and game recipes, how to articles, contests and special events. Huntfishmanitoba.com/blog had over 22,000 unique visitors and 26,000 page views from January-September 1, 2016.

Opportunity A – Block Ad Opportunity D – Destination Spotlight Video Sponsorship

Purchase a block ad to show up on all blog pages. Sponsor the video production of your fishing or hunting destination with content showcasing the destination Cost: $500/year experience and one or various species of choice. Your website will be included in the video and as a Opportunity B – Feature Story sponsorship link in the video post on the fish/hunt blog and YouTube channels. Purchase a feature story on the blog and write the content to feature your product/destination (subject to approval/editing Video production in Go Pro format. Must allow 30 days by Travel Manitoba). for production/editing of the video.

Cost: $750/submission Raw footage will be supplied to the advertiser after the video airs. Opportunity C – Species Spotlight Video Post Sponsorship Cost: $1,800 plus hosting costs/video Sponsor one of our species spotlight video blog posts (fishing or hunting) and receive a sponsorship link to your own website as well as sponsorship recognition during video promotions on our Facebook and YouTube channels. Opportunity E – Blog Feed Have your blog feed on our fish/hunt blog! Place your 6 opportunities available. blog feed under a related fishing or hunting product Cost: $500/video category for one year. 12 opportunities available.

Cost: $400/year

50 2017 PARTNERSHIP OPPORTUNITIES Opportunity D – Destination Spotlight Video Sponsorship

Sponsor the video production of your fishing or hunting destination with content showcasing the destination experience and one or various species of choice. Your website will be included in the video and as a sponsorship link in the video post on the fish/hunt blog and YouTube channels.

Video production in Go Pro format. Must allow 30 days for production/editing of the video.

Raw footage will be supplied to the advertiser after the video airs.

Cost: $1,800 plus hosting costs/video

Opportunity E – Blog Feed

Have your blog feed on our fish/hunt blog! Place your blog feed under a related fishing or hunting product category for one year.

12 opportunities available.

Cost: $400/year

2017 PARTNERSHIP OPPORTUNITIES 51 If you are interested in our Partnership Opportunities, please contact:

Lilian Tankard Director, Partnership & Visitor Experiences 204-612-9430 [email protected] Lindsay Egan Tricia Woikin Partnership & Visitor Experiences Specialist Partnership & Visitor Experiences Specialist 204-228-3435 204-999-9885 [email protected] [email protected]

Travel Manitoba 21 Forks Market Road Winnipeg, Manitoba R3C 4T7 1-800-665-0040 www.travelmanitoba.com