McKim is pleased to have partnered today with client Travel Manitoba in the official launch of the Crown corporation’s 2014 marketing campaign. The made-in-Manitoba campaign is intended to aggressively market the province as a tourist destination based around the theme, Manitoba: Canada’s Heart Beats.

“The tourism industry in Manitoba is experiencing tremendous growth and momentum, with significant new attractions opening in 2014,” said Travel Manitoba President and CEO Colin Ferguson. “The province is well positioned in the competitive tourism marketplace. But we believe more is possible and that we must harness Manitoba’s new sense of optimism and transform it into action.”

An extensive research phase found that Manitoba’s diverse tourism offerings can be broadly categorized under two core experience pillars: cultural oasis and accessible wilderness. The campaign expresses the pillars in an evocative way in order to impress Manitoba onto the minds of the target audience like never before.

“When we began working with Travel Manitoba, we knew that to be successful our campaign would have to express Manitoba’s true nature and connect at an emotional level,” said Peter George, McKim’s President and CEO.

“‘Manitoba: Canada’s Heart Beats’ references our location at the heart of Canada, and the brand promise that Manitoba offers a truly immersive, quintessentially Canadian experience that will resonate.”

The multimedia campaign includes television commercials, the first four of which feature polar bear viewing in Churchill, interacting with beluga whales on the Churchill River, fly-in fishing in the eastern boreal forest, and the culture of Winnipeg. The ads will be seen worldwide on Air Canada flights, and during the broadcasts of Sochi 2014 and the Juno Awards. Experience all the spots on the Travel Manitoba YouTube channel.