Casinos of Winnipeg Website and Campaign

A new positioning campaign for Manitoba Liquor & Lotteries has recently rolled out to broaden the appeal of the Casinos of Winnipeg properties. The campaign features a full slate of creative and a refreshed website to introduce the city’s two casinos as all-in-one entertainment destinations. Customer research shows that many Winnipeggers are unaware of recent, extensive infrastructure enhancements and entertainment updates at the casinos. And many don’t consider casinos when planning a social night out with friends. Campaign creative focused on a shareable casino experience that goes beyond the gaming experience.

“One of the ideas that guided us as we developed the campaign and website was that Casinos of Winnipeg are like amusement parks for adults, where a variety of fun adventures take place in one space, and are shared together in person and digitally,” said Jesse Cringan, VP client services at McKim. “Younger audiences in particular want to star in their own online movie, and then later re-experience it through social sharing.”

Media includes videos, web ads, out-of-home digital and print. The campaign has rolled out in the Winnipeg market as well as in surrounding areas in Canada and the U.S.


Digital outdoor





try this

Liquor Mart A Season of Something Fresh

Long-time client Manitoba Liquor & Lotteries required a seasonal campaign to promote coolers, ciders and beer in its Liquor Mart stores. With the warm weather, customers want to try beverages new to the market – drinks that are fresh, colourful, trendy, thirst quenching, and can be enjoyed under the sun. McKim designed a campaign that’s fun, bright, inclusive, and captures that “refreshing” look. Creative is in Liquor Mart stores, and is online in web banners and on social media channels.

Web banners


In-store poster




Opening Outlet Collection Winnipeg 2017

As Ivanhoé Cambridge and Outlet Collection Winnipeg inched closer to the spring 2017 grand opening of Manitoba’s first outlet mall, McKim was engaged in the winter to develop a strategy and integrated paid tactics, and to execute public relations support, which included local media outreach and relations, speaking notes and event program development, and social media influencer engagement. We also provided core messaging assistance and many other deployment and event tactics.

The overall aim was to generate awareness, media and social media coverage through strategically-timed key announcements, promotions, exclusive opportunities, and stakeholder and community engagement initiatives.

Four distinct earned media opportunities were developed to align with four phases: the official announcement of the grand opening and job fair dates, the job fair weekend, invite-only sneak peak tours for media and social media influencers, and the exclusive grand opening event. The agency also managed a VIP list of more than 500 guests.

McKim provided Ivanhoé Cambridge's communications team, who is headquartered in Montreal, with context and insight into the community, and managed all social media influencer and news media outreach and requests within the mall's large inter-provincial and northern-U.S. catchment area. We ensured we identified all opportunities to earn maximum buzz and momentum for each phase. The agency also engaged and scheduled CTV Morning Live Winnipeg to do live remotes at the mall with stakeholders grand opening morning, and helped coordinate a live hit with BNN.

Collectively, more than 50 earned media stories were achieved with a total reach of at least 13.3 million. Many stories were front page or the leading online story.

Other work for this client includes developing and organizing a compelling and successful groundbreaking event in 2015 on the future site of Outlet Collection Winnipeg.

OCW media sneak peek tour

OCW sneak peak social media influencers





Media scrum Claude Sirois, President, Ivanhoé Cambridge Retail at grand opening
Media scrum Claude Sirois, President, Ivanhoé Cambridge Retail at grand opening


































































Ubisoft Winnipeg Launch Event

In winter 2018, McKim was engaged by Ubisoft to develop a launch event and handle media relations for the opening of a Winnipeg studio. The following photographs (by Mike Peters) are of the event, which was held on April 6. Full story can be found here.










Giant, talking raccoons Recycle Everywhere's Newest Allies

Manitobans were first introduced to Bernie and Gracie in 2017, the newest brand ambassadors for the Canadian Beverage Container Recycling Association and its Recycle Everywhere program.

Featured in TV spots and multiple online engagement pieces, the life-sized, talking raccoons are educating viewers about good beverage container recycling habits in a humorous and approachable way. The campaign appeals to the client's broadest audience, ages 25-54, and is part of this year’s multi-targeted approach.

The Boy Recycler Recycle Everywhere

A boy who has a successful business picking up recyclables from the cottage community of Victoria Beach, Manitoba was a natural point of inspiration for client the Canadian Beverage Container Recycling Association and its Recycle Everywhere program. Bennett, his customers, and parents were featured in Recycle Everywhere video and TV assets that include a documentary, TV spot, behind-the-scenes video, and other online engagement pieces. Together, the suite works to reinforce the recycling behaviour of a specific audience -- the client's strongest advocates. The Bennett assets are part of a range of creative pieces designed to micro-target specific Manitoba audiences based on their propensity to recycle, which includes convincing and encouraging.

In August 2017, the Bennett videos were screened at the first annual Victoria Beach Film Festival, where Bennett and the videos were received with great applause.

McKim expressly thanks Bennett, his family, his customers and neighbours for their enthusiasm and hospitality in helping us tell this amazing story!

Bennett's Bike – Behind the Scenes

Bennett's Bike - Full Story

Bennett's Bike - 30 Second






















Werther poster Manitoba Opera by McKim





















Manitoba's Surprising Experiences

Three video spots have been added to the Travel Manitoba suite of brand commercials developed since we became agency of record in 2012. Walking with wild polar bears in summer. Watching world-class 360-degree views of northern lights. Embracing a playful spirit in the heart of an exhilarating and wintry Winnipeg. Each tells the story of a province packed with surprising and immersive travel experiences. The 30-second spots are intended for local audiences and international travellers and can be seen on Air Canada flights; TV (Winnipeg, Toronto and Montreal); and social media.


Recycle EverywhereDoing ‘Whatever it Takes’

McKim has been creating campaigns for Recycle Everywhere since 2013. All campaigns have helped move the needle toward CBCRA's ultimate goal, but persuading the most resistant audiences is now necessary. We turned to a segmented approach with specific tactics, mediums and messages to specifically target demographics to convince those who are resistant to recycling, to encourage audiences who are willing to recycle but can do more, and to continue to reinforce the recycling behaviours of the strongest advocates.

Below is the first phase of this overarching initiative, which sets out to convince. It launched in April 2017.


Targets a younger audience that is less likely to consistently recycle empty beverage containers.





A broad message that celebrates those who do whatever it takes to recycle.