Manitoba encompasses Treaty 1, 2, 3, 4 and 5 Territories and communities who are signatories to Treaties 6 and 10. Manitoba is located on the ancestral land of the Anishinaabeg, Anishininewuk, Dakota Oyate, Denesuline and Nehethowuk Nations and is the Homeland of the Red River Métis. Northern Manitoba includes lands that were and are the ancestral lands of the Inuit.
Travel Manitoba respects the spirit and intent of Treaties and Treaty Making and remains committed to working in partnership with First Nations, Inuit and Métis people in the spirit of truth, reconciliation and collaboration.
About Travel Manitoba
VISION
Manitoba is a must-visit, four season destination generating significant and sustainable economic growth by delivering inspiring and authentic experiences in its unique urban, rural and wild settings.
MISSION
Travel Manitoba will support the recovery of tourism’s contribution to the provincial economy and will stimulate long-term growth by leading the marketing of Manitoba as a tourism destination and by fostering a competitive and sustainable tourism industry.
CORPORATE VALUES
ɰ We proudly celebrate the people and lands of Manitoba.
ɰ We foster the development of our people and our industry.
ɰ We lead with creativity and are backed by data.
ɰ We value inclusivity and sustainability.
ɰ We live our brand. Manitoba is at the heart of what we do.
TARGETS
ɰ Grow visitor spending 50 per cent to $2.5 billion by 2030
ɰ Grow visitation to 12.8 million visitors annually by 2030
GOALS
1. Lead Brand and Marketing Positioning
2. Advance Destination Management
3. Foster Collaboration and Build Support for Tourism
4. Drive Organizational Excellence and Efficiency
OTTER FALLS
PHOTO: LIZ TRAN
Embracing the Future of Travel
Last year, Travel Manitoba’s marketing initiatives captivated travellers from across Manitoba, Canada, the U.S. and the world. Over 10 million visitors discovered why Canada’s Heart is Calling, resulting in $1.8 billion in visitor spending.
Partnering with you, we achieved nearly $4 million in direct travel bookings and over 319,000 business leads were sent to our partners’ websites. Our campaigns garnered an impressive 108 million digital impressions, 2.25 million video views and 1.58 million clicks.
Looking ahead to 2025, we are thrilled to continue showcasing Manitoba through our integrated marketing campaigns, working alongside notable partners including Air Canada, WestJet, Expedia, Lonely Planet and CTV Morning Live Winnipeg, and by leveraging innovative technologies to elevate our destination marketing and attract a diverse range of visitors.
Our target markets continue to be Manitoba, Canada and the U.S., along with Germany, the U.K. and Australia, reached primarily through travel trade and media activities. We plan to engage residents, leisure travellers, hunters and anglers, travel trade professionals and media with audience-first marketing strategies.
Leveraging technological advancements, especially in Artificial Intelligence (AI), is a top priority for Travel Manitoba. Today’s travellers crave personalized experiences that forge a deeper connection with the destinations they visit. AI-driven insights will help us offer personalized travel recommendations, keeping Manitoba at the forefront of travellers’ minds.
GuideGeek, an AI travel assistant that offers instant trip planning answers to potential visitors in 42 languages, is now available 24/7 on our websites and through WhatsApp, to help travellers plan their ultimate Manitoba adventure. Learn more about our approach to AI on page 45.
By investing in cutting-edge digital and content marketing, we aim to share inspiring stories that encourage both visitors to Manitoba and Manitobans to discover more of the province.
Throughout this book, you’ll find a range of partnership opportunities aligned with our forward-thinking marketing strategies for 2025. Let’s work together to show the world that Canada’s Heart is Calling.
PHOTO: LIZ TRAN
Benefits of Partnering with Travel Manitoba
REDUCED COSTS:
ɰ We invest in traditional and digital advertising, and then pass savings on to you
ɰ We buy more, you pay less
ɰ Our partnership opportunities are suited to a variety of budgets
INCREASED REACH:
ɰ We provide access to markets you might otherwise not be able to reach
ɰ Your partnership helps extend the reach of our campaign
ENGAGED AUDIENCES:
ɰ We have large and engaged social media audiences
ɰ Share your message on our channels to reach them
RESPECTED AND AWARD-WINNING BRAND:
ɰ Leverage the equity of our brand
ɰ Our website or social media channels are often the first source of information for visitors
ACCESS TO PARTNER EXTRANET:
ɰ Direct access to your listing on TravelManitoba.com
ɰ View and edit your account information
ɰ Market to website visitors 24/7 in any season
ɰ Provide accurate information to visitors through updated listings that inform GuideGeek’s responses*
* GuideGeek is an AI travel assistant created by the Matador Network that can assist visitors online at any time of day with their travel-related questions. GuideGeek is available on Travel Manitoba and Hunt Fish Manitoba’s websites and provides instant answers to visitors’ questions in 42 languages by using information available online to inform responses. Scan the QR Code to find out more.
MORDEN
PHOTO: EXPLORE MORDEN WINKLER
Free Opportunities
Our partnership opportunities offer a great way to extend the reach of your own marketing efforts and there are many ways to work with Travel Manitoba at no cost.
CANADA’S HEART IS CALLING
Align your marketing with Manitoba’s destination brand by using the free guides available on our brand playbook site at manitobabrand.com
ɰ Questions about using our logo and tagline? Contact brand@travelmanitoba.com
TRAVEL MANITOBA EXTRANET
Manage your listings on TravelManitoba.com
ɰ View and edit your account information: manito.ba/extranet
ɰ For help, contact us by email tmbpartnerextranet@travelmanitoba.com or phone 204-927-7800 or toll-free 1-800-665-0040.
EVENT LISTINGS
Ensure your virtual or in-person event is included on the Travel Manitoba website event listings. To add your event, go to travelmanitoba.com/events .
PHOTOS AND VIDEOS
Enhance Travel Manitoba’s asset libraries by sharing your high-quality images and videos for future marketing materials, website listings and social media.
ɰ Submit your assets with credits, usage and licensing information to Myra Hutcheon, Asset & Design Coordinator, at mhutcheon@travelmanitoba.com
• Sharing your assets means greater exposure for your business with potential customers. It also gives Travel Manitoba access to a wider variety of tourism product images and videos to use in our consumer marketing campaigns.
ɰ Access open-use Travel Manitoba assets through the CrowdRiff Media Hub: https://platform.crowdriff.com/m/ travel-manitoba
• Photos or videos downloaded from Travel Manitoba’s asset library are subject to Terms & Conditions that include crediting requirements.
• Ensure you read and understand the Terms & Condition s on the lower-left corner of the screen before using a Travel Manitoba photo or video asset.
ɰ Travel Manitoba does not accept AI-generated images for use in the Media Hub or for partnership opportunities. For more information on our approach to AI, see page 45.
2025 Marketing Activities
Travel Manitoba plans to engage audiences in our target markets through several significant marketing activities, listed below by initiative and market.
LEISURE MARKETS
HUNT/FISH MARKETS
MARKETS
TRADE MARKETS
MOONLIT CANOPY
PHOTO: MOONLIT CANOPY
Co-op Campaigns
Boulder Campaigns
Lonely Planet - Swipe, Save, Go
CTV Morning Live Segments
Content Campaigns
Campaigns & Media
TRAVEL DEALS SEASONAL CO-OP CAMPAIGNS
Partner with Travel Manitoba to promote your travel packages and deals during our signature seasonal leisure campaigns and receive high-profile brand exposure during the spring/summer or fall/winter season. With your partnership, you:
ɰ Receive an exclusive featured “book now” offer on a dedicated offers page, promoted heavily throughout the campaign
ɰ Are featured within search, digital and social media ads throughout the campaign
ɰ Are featured in a custom eBlast sent out to Travel Manitoba’s email subscriber database
ɰ Hotels receive an elevated promotion within Travel Manitoba’s Expedia promotion
Value $2,500 per hotel partner
Value $1,000 per attraction or tourism business
Maximum of 10 spots available
BOULDER CAMPAIGNS
Travel Manitoba will offer bespoke campaigns to our boulder partners with matching funds for maximum impact. The campaign will feature a dedicated strategy and media plan aimed at the mutual goal of increasing visitation and driving traffic to the participating partner.
Value $25,000 (matched to $50,000)
Maximum of five spots available
ɰ Partner must be able to host a tracking pixel on their website
SCHEDULED
LONELY PLANET –SWIPE, SAVE, GO FEATURE
“Swipe, Save, Go” is an Instagram feed profile series, spotlighting Lonely Planet’s top destinations. The highly stylized slide carousel is a sharable and saveable miniguide covering the top “must-see,” “must-do,” “musteat,” and “must-know” things about a place. These scroll-stopping guides serve as inspiration during the discovery and planning phase of travel.
This series combines existing editorial content with social-first design to create information rich mini-guides that users will want to swipe through to see the content, save to their Instagram account and ultimately use to plan their trip.
Value $3,500 per partner
Maximum of nine spots available
ɰ Content is written by Lonely Planet based on provided materials
CTV MORNING LIVE FEATURE SEGMENT
Promote your tourism business or attraction on CTV Morning Live, Manitoba’s top morning news show, as part of Travel Manitoba’s sponsored segment next summer. The CTV Morning Live crew will schedule an in-person or virtual interview with a spokesperson from your team for the featured segment. The spot will air at a later date between 6 and 9 am on a weekday morning. Each segment is three minutes long.
ɰ Your segment will be featured on the CTV Morning Live and their website
ɰ Partners will receive a link to the segment
ɰ Travel Manitoba will also post the segment on our LinkedIn page
Value $1,000 per partner
Maximum of 10 spots available
Content Marketing
Content Marketing is a strategic approach to creating, publishing and distributing valuable, relevant and consistent content to attract and engage a clearly defined audience, with the goal of driving bookings for your tourism businesses. It focuses on building a relationship with potential travellers by providing information and insights that inspire them to book a trip or tourism experience. Content marketing utilizes a variety of channels including websites, blogs, e-Newsletters and social media.
Travel Manitoba Blog
BLOG AUDIENCE OVERVIEWS:
• 1.1 million annual blog webpage views
CONTENT EXPERIENCE CAMPAIGN
A creator from Travel Manitoba’s content team will develop a custom itinerary and visit your region, town, major event or attraction and share their adventures through Travel Manitoba’s Facebook, Instagram, e-Newsletter and blog. Travel Manitoba will co-invest on tour package price (if applicable). For non-package experiences, partners are required to provide accommodations (if applicable) and attraction passes.
Your content experience campaign includes:
ɰ One blog post
ɰ One Instagram story series
ɰ One boosted Facebook post
ɰ Content placement in our consumer e-Newsletter
Value $2,000
Maximum of 8 spots available (2 per season)
CUSTOMIZED CONTENT EXPERIENCE CAMPAIGN
(For qualifying experience partners)
A creator from Travel Manitoba’s content team will develop a custom itinerary and visit your region or go on a tour and share their adventures through Travel Manitoba’s Facebook, Instagram, TikTok, YouTube, e-Newsletter and blog. Travel Manitoba will co-invest on tour package price (if applicable). For non-package experiences, partners are required to provide accommodations (if applicable) and attraction passes.
Your campaign includes:
ɰ One blog post
ɰ One Instagram story series
ɰ One boosted Facebook post
ɰ Content placement in our consumer e-Newsletter
ɰ One social short published on TikTok, Instagram and YouTube
Value $4,000
Maximum of five spots per year
*Content distribution timeline to be determined by Travel Manitoba
INFLUENCER MARKETING: INDIVIDUAL CAMPAIGN
Travel Manitoba has a network of experienced local content creators in the travel, family, outdoor, lifestyle and culinary space. These unique social media storytellers—including Instagrammers, TikTokers, bloggers and photographers—each have a special voice to share your business with their followers. Tap into these Manitoba influencers as a creative way to get the word out about your destination, attraction, event or product.
Travel Manitoba will guide you through selecting one suitable influencer and help negotiate a content campaign to meet your marketing goals and budget. Travel Manitoba will cover content creator fees, and content will be distributed on Travel Manitoba’s social media channels.
Value $2,000
Maximum of 6 spots available
ɰ Partner hosting requirements for the influencer include:
• Itinerary planning (in collaboration with the influencer and Travel Manitoba)
• Accommodations (1-night visit preferred), activity and attraction passes
INFLUENCER MARKETING: GROUP CAMPAIGN
(For qualifying partners)
Three local content creators will be hosted by a member of the Travel Manitoba content team and will design a custom itinerary that highlights the best of your destination for a 1–3 day group tour. Content creators will only be from Manitoba. Travel Manitoba will cover content creator fees (if applicable). Travel Manitoba will co-invest on tour package price (if applicable). For non-package experiences, partners are required to provide accommodations (if applicable) and attraction passes.
Value $5,000
Maximum of two spots available per year, one each in spring/ summer and fall/winter. Opportunities cannot be purchased consecutively.
INFLUENCER MARKETING: VLOG YOUTUBE SERIES
(For qualifying partners)
Sharing video content and leveraging the creator/ influencer community continues to grow in importance in tourism marketing. Travel Manitoba teams up with the local YouTube creator duo of @hegoesshegoes to offer a YouTube influencer marketing opportunity that includes:
ɰ One 7–10 minute full-length YouTube video (vlog style)
ɰ Vertical cut-down videos for social media
ɰ A selection of UGC (images and video) files for marketing purposes
ɰ Content will be distributed on Travel Manitoba’s social media channels and The Beat weekly e-newsletter
Travel Manitoba will support the vloggers content fees, mileage and meals.
Value $3,000
Maximum of five per year (partners subject to approval)
ɰ Partner hosting requirements for the influencer include:
• Itinerary planning (in collaboration with @hegoesshegoes and Travel Manitoba)
• Accommodations, activity and attraction passes
• Co-investment in the tour package price (if applicable)
LISTICLE INCLUSION
A “listicle” is a list and an article combined. You can be a featured link in a listicle that Travel Manitoba creates on our blog.
Travel Manitoba’s content team will choose when to include your experience, event or destination into a minimum of one listicle published on our blog, which will then be shared on social media and distributed in our e-Newsletter.
Value $150
Maximum one per partner per year (35 maximum per year)
10 THINGS TO DO IN MANITOBA THIS WEEK
Travel Manitoba’s weekly edition of “10 Things To Do in Manitoba this Week” is a roundup of events and attractions. Partners supply a photo and write-up to be:
ɰ Published on the ExploreMB blog
ɰ Included in weekly consumer e-Newsletter
ɰ Shared to Facebook and Instagram
Value $500 per week
Maximum of five spots per week
DESTINATION SPOTLIGHT VIDEO
We’ve developed two video treatment options for partners to choose from, leaning into the key emotion that captures your tourism experience or a testimonialstyle video which shares how your business answers the call of delighting visitors in the heart of Canada. Our content marketing team will work with you to select which treatment option is best suited for your experience. We’ll develop a concept for either a 1-2 minute testimonial style video or a 30 second to 1 minute brand video and work with you to produce a script, schedule the production, coordinate interviews, edit and provide you with a finished video. Destination Spotlight Videos can only be used to promote marketready Manitoba experiences. Destination Spotlights will be uploaded to Travel Manitoba’s YouTube page and boosted as a Facebook video.
Value $4,000
Maximum of eight per year
ɰ Partners are required to cover hosting costs such as meals, accommodations and activities.
DRONE ASSET PACKAGE
Travel Manitoba will take photos and video of your destination to the next level with our Drone Asset Package. Using state-of-the-art technology that ensures safety while delivering high-quality footage, our experienced Transport Canada Advanced RPAS-licensed pilot will deliver visual content that captures the essence of your location from this unique vantage point.
As an added bonus, there’s a possibility for your destination to be featured on a postcard sold in our Manitoba merchandise store online and at our Visitor Information Centre at The Forks.
Value $3,000
Maximum of four per year, two in spring or summer and two in fall or winter.
ɰ Partners are required to cover hosting costs such as meals, accommodations and activities.
FACEBOOK CONTEST
Travel Manitoba will promote your event, attraction or experience by running a 3-day Facebook contest. The prize and any conditions must be supplied by the partner and must include a consumer-ready experience (no merchandise-only contests). Examples of prizes include admission tickets, restaurant gift cards and hotel stays. Travel Manitoba will set the entry parameters of the contest. Winners will be solely responsible for prize pick-up or redemption.
Value $500 + plus prize
Maximum of two per month
FACEBOOK FEATURE POST
Long-form posts on social media get great engagement from readers who are eager to click to read more about and see more images of your attraction. A creator from Travel Manitoba’s content team will visit your destination or use pre-existing assets to create a short essay and gather images to be shared on Travel Manitoba’s Facebook page.
Value $1,000
Maximum of two per month
Social Media Stats
FACEBOOK AUDIENCE OVERVIEW:
• 159.2 K followers
• 108 M yearly impressions
• 1.95% engagement rate
INSTAGRAM AUDIENCE OVERVIEW:
• 171 K followers
• 23.4 M yearly impressions
• 0.81% engagement rate
TIKTOK AUDIENCE OVERVIEW:
• 45 K followers
• 6.5 M video views
YOUTUBE AUDIENCE OVERVIEW:
• 10 K subscribers
• 5 M yearly views
FACEBOOK BOOSTED POSTS
Travel Manitoba will ‘boost’ your Facebook post, increasing the number of news feeds it appears in and the amount of engagement you will get. Facebook boosted posts are a great way to promote ‘evergreen’ content or a special limited time offer for your brand. Requirements include a link and high quality images or video. Facebook boosted posts can only be used to promote a consumer-ready Manitoba experience.
Value $750
Maximum of 10 spots, maximum of three hotels per month
Partners are not eligible to purchase a boosted post in consecutive months, e.g. cannot purchase July and August.
INSTAGRAM POST
Showcase your epic scenic photography with an Instagram ad on Travel Manitoba’s feed. Requirements are one to ten high-quality photos, preference for vertical orientation (portrait). Photos must be of the most striking and high-quality variety possible.
Value $1,250
Maximum of one per month
INSTAGRAM STORIES
Instagram Stories combine photos, videos, captions, illustrations, stickers and other features and will appear on users’ feeds for 24 hours.
Travel Manitoba will assemble and post a series of up to eight slides to its feed. Requirements are five to ten high-resolution, vertical photos and/or video.
Value $900
Maximum of two per month
BEHIND-THE-SCENES VIDEO
Travel Manitoba will create a video that goes behind the scenes of Manitoba products and experiences to showcase a unique point of view with the public through TikTok, Instagram and YouTube. Think “How It’s Made” meets social media! Through a series of vertical videos, a member of Travel Manitoba’s content team will gather exclusive footage of your product or experience not typically seen by visitors. Must be an engaging behind-the-scenes experience to participate.
Value $2,000
Maximum four per year
SOCIAL SHORTS
Travel Manitoba will create trend-worthy content on TikTok, Instagram and YouTube to showcase local tourism experiences. A Travel Manitoba team member will gather footage and create a short video for our audience. Must be a visually engaging experience.
Value $2,000
Maximum of two per month
LIVE ON LOCATION INSTAGRAM STORIES
Vertical storytelling applications are thriving on social networks. Travel Manitoba will use this approach to showcase local tourism experiences as they happen. A member of Travel Manitoba’s content team will visit your point of interest and gather visually engaging content to share. Using varying storytelling techniques, staff will post an ‘as it happens’ timeline through Travel Manitoba’s Instagram stories.
Value $1,500
Maximum one per month
WEEKLY E-NEWSLETTER
• 56,131 subscribers
• 2.43% click-through rate
THE BEAT E-NEWSLETTER ADS
Your ad will appear in Travel Manitoba’s award-winning consumer e-Newsletter “The Beat” in the week of your choosing. “The Beat” is published every Friday.
Value $300
Maximum of two per week
Digital Marketing
TravelManitoba.com
AUDIENCE OVERVIEW:
• 1.4 M users visited TravelManitoba.com in 2023
• Audience demographics:
– 45% male, 55% female
• Ages:
– 18–24: 14%
– 25–34: 22%
– 35–44: 21%
– 45–54: 19%
– 55–64: 14%
– 65+: 10%
• Over 70% of users visit TravelManitoba.com on their smartphone
HOMEPAGE FEATURED PLACEMENT: TRAVEL MANITOBA / MANITOBA NORTH
Travel Manitoba’s suite of websites (TravelManitoba.com and North.TravelManitoba.com) get over four million pageviews annually, with many site visitors starting on the homepages.
Purchase a featured placement on one of our homepages to showcase your business along with Manitoba’s best attractions, encouraging potential visitors to click through from our website to yours to explore what your business has to offer.
Submit a photo, 25 words (maximum) of enticing text and a URL to link to your website.
Value
TravelManitoba.com – seasonal placement
Spring (January – April), Summer (May – August) or Fall/Winter (September – December)
• Small: $500/season (Maximum four per season)
• Medium: $750/season (Maximum two per season)
• Large: $1,500/season (Maximum one per season)
TravelManitoba.com is at the heart of Travel Manitoba’s digital strategy. With award-winning content and striking visuals, it’s visited by more than a million people planning travel to and through Manitoba every year. Making sure your business is featured prominently on our website or microsites is a great way to put yourself in front of these potential customers.
With over 1.4 million sessions in 2023, TravelManitoba.com continues to showcase everything Manitoba has to offer to interested visitors.
Travel Manitoba North – annual placement
• Small: $125/year (Maximum four per year)
• Medium: $250/year (Maximum two per season)
• Large: $500/year (Maximum one per season)
WHERE TO STAY FEATURED PLACEMENT & CAMPAIGN
With almost 195,000 pageviews to our Where To Stay pages every year, visitors to TravelManitoba.com are looking for the best accommodation options to round out their trip to Manitoba.
Get a featured placement on either Travel Manitoba’s Where To Stay page OR one of Travel Manitoba’s Where To Stay product segment pages for one year.
The available Where To Stay pages are: Where To Stay
ɰ Hotels & Motels
ɰ Bed & Breakfasts
ɰ Campgrounds & RV Parks
ɰ Cabins & Cottages
ɰ Unique Stays
Value
Where To Stay Page – seasonal placement
Spring (January – April), Summer (May – August) or Fall/Winter (September – December)
$500/season (Maximum of eight per season)
Where To Stay Product Segment Pages –annual placement
$1,000/year (Maximum of eight per page)
ADD ON: WHERE TO STAY FEATURED PLACEMENT & CAMPAIGN
By purchasing a featured placement on one of Travel Manitoba’s Where to Stay webpages, you gain the option to add on a two-month Google Ad and Meta campaign between January and November 2025. This add-on ensures your inclusion in the ads, which will drive traffic both to the Where to Stay webpages and directly to your site. Please note, this add-on is available only with the purchase of the initial placement and campaign package.
The available Where To Stay pages with an accompanying campaign are: Hotels & Motels
ɰ Bed & Breakfasts
ɰ Campgrounds & RV Parks
ɰ Cabins & Cottages
ɰ Unique Stays
Value $1,000/season
Maximum of four per page + campaign
THINGS TO DO FEATURED PLACEMENT
With over half a million pageviews to our Things To Do pages every year, visitors to TravelManitoba.com are actively seeking to learn more about partners offering specific experiences.
Get a featured placement on one of Travel Manitoba’s Things To Do product segment pages for one year.
The available Things To Do pages are:
ɰ Beaches & Boating
ɰ Birding
ɰ Food & Drink
ɰ Golf
ɰ Hiking & Biking Trails
ɰ Horseback Riding
Value $500
Maximum of four per page
ɰ Paddling
ɰ Art Galleries
ɰ Shopping
ɰ Skiing & Snowboarding
ɰ Snowmobiling
ɰ Performing Arts
THINGS TO DO FEATURED PLACEMENT & CAMPAIGN
In addition to a featured placement on one of Travel Manitoba’s Things To Do product segment pages for one year, you’ll get the added benefit of a two-month Google Ad and Meta campaign between January and November 2024 driving increased traffic to the product page.
The available Things To Do pages with an accompanying campaign are:
ɰ Beluga Whales
ɰ Camping
ɰ Family
ɰ Indigenous Experiences
Value $2,000
ɰ Museums
ɰ Northern Lights
ɰ Polar Bears
ɰ Spas & Wellness
Maximum of four per page + campaign
MARKETPLACE
Travel Manitoba is building a digital hub for e-commerce to help provide better experiences for visitors and more enhanced lead reporting to partners. Through its technology partner Bandwango, participating businesses will be able to sell tickets directly to consumers via this online hub, and can integrate directly into select booking systems.
Our current passes include:
ɰ Manitoba Brew Pass
ɰ Manitoba Flight Pass
ɰ Manitoba Kid’s Choice Pass
ɰ Manitoba Perogy Trail
ɰ Explore Flin Flon Trail
Interested partners can contact the partnership team directly for more information.
Free to participate
Limited spots available
DIGITAL CAMPAIGN FOR FESTIVALS, EVENTS, & ARTS
Promote your festival, event or arts line up with this powerful digital and social media marketing campaign, while leveraging Travel Manitoba’s brand and network.
Travel Manitoba will utilize search, display and social media channels to target key audiences. Ads will run during the two week period leading up to the start of an event.
Campaigns will be run in two week blocks throughout the year.
Value $1,500 per season
Maximum of one per festival, event or art exhibition
Maximum of 10 per campaign season, up to 25 spots per year based on availability
Digital Campaign
OVERALL RESULTS FROM 2023:
• 6.7 million impressions
• 84,438 total clicks
• 1.29% average click-through rate
TARGETED DIGITAL SEARCH CAMPAIGN
Search is a great ad option for targeting people who are looking for information on a specific topic. With that in mind, our Google search campaign will target people who are a good match for the experiences you have to offer.
Three seasonal campaigns will deliver your search ads directly to key target audiences. Geo-markets may include Manitoba, Canada and/or the U.S.
Provide keywords and ad copy featuring your content and branding for Travel Manitoba to publish and manage. You can choose to target one of the below segments during one or more seasons.
Target Segments:
A. Travellers looking for authentic and tangible experiences who have a particular interest in understanding the history of the places they visit.
B. Travellers who want to embrace, discover and immerse themselves in the culture, people and settings of the places they visit.
C. Travellers wanting to indulge in high-end experiences that are shared with others. They are highly social and open-minded and like an adventure.
Season:
ɰ Spring: January/February/March/April
ɰ Summer: May/June/July/August
ɰ Fall/Winter: September/October/November/ December
Value $1,500/campaign
Maximum of ten partners per season
ADD-ON: $500 TO HAVE THE AD COPY AND KEYWORDS BUILT FOR YOU BY TRAVEL MANITOBA.
Print Marketing
2026 INSPIRATION GUIDE
Travel Manitoba’s Inspiration Guide uses great images and short features to encourage potential visitors to choose Manitoba as their next travel destination. Partners can purchase ads, advertorial or image features to have their content appear alongside inspiring travel content.
Over 250,000 copies of the 2026 Inspiration Guide will be printed and distributed to Travel Manitoba’s target markets via household mailing and distribution through our Visitor Information Centres.
Opportunities available:
ɰ Outside back cover ad: $7,000 (Maximum one)
ɰ Inside front cover ad: $7,000 (Maximum one)
ɰ Inside back cover ad: $7,000 (Maximum one)
ɰ Full page ad: $5,000 (Maximum 16)
ɰ Full page advertorial: $5,500 (Maximum 14)
ɰ Half-page image feature: $3,700 (Maximum 10)
ɰ Third-page image feature: $1,500 (Maximum 24)
ɰ Partner spotlights: $700 (Maximum 20)
BIRDS HILL PROVINCIAL PARK
Travel Trade and Incentive Travel
The travel trade is a network of businesses whose job is to distribute and sell travel experiences to other buyers and consumers. Travel trade is a collective term for tour operators, receptive tour operators and travel agents. Incentive travel is a self-funding marketing activity that employs unique travel experiences to reward people who achieve exceptional business performance.
The benefits of working with travel trade and incentive travel include:
ɰ Increasing your awareness of how consumer purchasing behaviour differs by market
ɰ Maximizing your reach by getting your product in front of more customers
ɰ Promoting your products in markets you may not be able to reach
ɰ Expensing you only when the trip sells
TRAVEL TRADE & INCENTIVE TRAVEL MEMBERSHIP
The 2025 market focus may include:
ɰ Canada
ɰ U.S.
ɰ U.K.
ɰ Germany
ɰ Australia
Experience/product segment focus:
ɰ Bucket list, authentic and legendary experiences throughout all four seasons and in all areas of the province, such as:
• northern safaris, northern lights, fishing, culinary, eco-tourism, Indigenous experiences, unique photography opportunities, Winnipeg attractions through itinerary creation, self-drive itineraries throughout eastern, western, central and northern Manitoba (Riding Mountain National Park, Whiteshell Provincial Park, Hecla Provincial Park, Gimli, Morden, Thompson, etc.)
What’s Included:
ɰ Company name highlighted on profile and sell sheets in multiple languages
ɰ Inclusion in Travel Trade resources section on the website
ɰ Representation at shows, client events, sales missions
ɰ Access to database information, research and reports
ɰ Invitation to FAM trip industry networking/meetand-greet events
ɰ Research into new markets and niche market opportunities
Value $750
NEW
TRAVEL TRADE DEDICATED EMAIL
Promote your export-ready product with a dedicated email sent to Travel Manitoba’s travel trade contacts in three markets including North America, Germany and the U.K. Highlight a new offering, showcase your unique experiences and reach tour operators and travel agents in international markets.
Value $1,500 per issue
Maximum of one opportunity per month starting January 2025
TRAVEL TRADE & INCENTIVE TRAVEL ACTIVITIES
ɰ Trade shows
ɰ Assessing, securing and following up on all potential leads
ɰ Hosting FAM tours
ɰ Hosting partner webinars
ɰ Investing in co-op advertising through jointmarketing programs
ɰ Show reports
ɰ Hosting sales missions within Canada and U.S.
ɰ Conducting sales activities directed at incentive travel buyers
Rendez-vous Canada (RVC) is Canada’s signature international tourism marketplace where the international travel trade connects with Canada’s tourism industry partners.
This annual event rotates across Canada and provides 1,500+ international tourism industry leaders an opportunity to meet one-on-one in the marketplace. Collaboration is quick, yet efficient, with pre-scheduled appointments by mutual request of both the buyer and seller.
Winnipeg will host RVC 2025 creating a unique opportunity for our partners to participate in the tradeshow marketplace. You’ll have the opportunity to meet with travel buyers from all around the world as well as network with travel sellers from across Canada. Opportunities directly related to RVC 2025 will be shared once made available.
CITAP (Canadian Inbound Tourism Association Plus) Vancouver, BC
Hunt Fish Manitoba
TIPS
FOR SUCCESS
• Share your photos with us!
• Keep us up-to-date and in the know with business updates, new products, renos, etc
• Update your (free) listing on HuntFishManitoba.com via Simpleview
• Interested in hosting influencers/media? Let us know and we will add you to our list of resources!
Targeting High-Value Hunters and Anglers
Travel Manitoba’s Hunt Fish Manitoba brand is targeted directly to our ideal fish-hunt traveller. Below are our primary demographic and geographic audience targets for 2025.
Primary:
ɰ Angling enthusiasts (middle-aged men)
ɰ Past angling/hunting customers
Primary markets:
ɰ Manitoba
ɰ North Dakota
ɰ Wisconsin
ɰ Minnesota
ɰ Illinois
Secondary:
ɰ Women
ɰ Families
ɰ New Canadians
ɰ Millennials
Secondary markets:
ɰ Florida
ɰ Texas
ɰ Michigan
ɰ Colorado
ɰ Nebraska
CONTENT MARKETING 101: “SUPER CUT” VIDEO PACKAGE
More than 90 per cent of consumers access video content online! The Content Marketing 101 package offers solutions to those who want to stand out and improve the performance of their marketing efforts.
This package focuses on video production and custom consultation to determine the best way to use your videos, photos and editorial for increased engagement on your website and social media channels. The videos will be filmed and produced in 2025 and promoted as part of Hunt Fish Manitoba’s 2026 marketing campaign through our website, e-Newsletter, social media and participating third party channels.
Package includes:
ɰ Four 30–60 second professionally shot videos created for your online channels such as website and YouTube, including:
• SuperCut video, a high-impact video that captures the best of a specific fishing or hunting experience at your destination, combined with short form editorial and photos
• Three videos to capture your choice of unique product benefits or amenities, such as accommodations, outpost camps, staff, food and much more
ɰ B-roll and raw footage available to the partner upon request
ɰ A four-hour consultation to kick-start the production
Production timeline: January to December 2025*
Promotion timeline: January to December 2026*
*Production and promotion schedules set in discussion with the partner.
Value $5,000
Limited availability, opportunity based on timing and capacity
ɰ Note: Requirements include hosting costs such as meals, accommodations, transportation and activities for a production team of two to four people.
DESTINATION SPOTLIGHT VIDEO
The Destination Spotlight video has a proven track record for successfully marketing content for a number of hunting and fishing operators in the past. We do this by utilizing high-end filmmaking while telling an inspiring story about your operation.
Destination Spotlight options are Hunt Fish Manitoba branded videos that are published on the Hunt Fish MB YouTube channel.
Packages include:
ɰ Final branded video to be hosted on Hunt Fish MB’s YouTube
ɰ Featured blog posted on HuntFishManitoba.com
ɰ Promoted through Hunt Fish MB’s social media channels
ɰ Dedicated paid budget to boost social media content
ɰ Featured placement in Hunt Fish MB e-Newsletter
ɰ Potential opportunity for third-party syndication through Hunt Fish MB’s media network
Package 1:
Destination Spotlight Promo Video (2–3 min)
ɰ Professionally produced 4K film
ɰ Best raw footage and video link will be supplied to partner
Production timeline: January to December 2025*
Promotion timeline: January to December 2026*
* Production and promotion schedules set in discussion with the partner.
Value $4,000
Limited availability, opportunity based on timing and capacity.
ɰ Note: Requirements include hosting costs such as meals, accommodations, transportation and activities for a production team of two to four people.
OPTIONAL SOCIAL VIDEO ADD ONS FOR PARTNER TO PUSH OUT ON THEIR CHANNELS*:
1 - THREE REELS (VERTICAL) VIDEO CLIPS | $750
2 - TEN REELS (VERTICAL VIDEO) CLIPS | $2,000
*Footage based on captured footage from this specific opportunity.
Package 2:
Destination Spotlight Promo Video (5–7 min):
ɰ Professionally produced 4K film
ɰ Best raw footage and video link will be supplied to partner
Production timeline: January to December 2025*
Promotion timeline: January to December 2026*
* Production and promotion schedules set in discussion with the partner.
Value $6,000
Limited availability, opportunity based on timing and capacity.
ɰ Note: Requirements include hosting costs such as meals, accommodations, transportation and activities for a production team of two to four people.
ADD ON: INFLUENCER OP WITH JAY SIEMENS
This package is an “Add On” that can be purchased with a Destination Spotlight or Content 101 package. Hunt Fish MB influencer Jay Siemens will accompany the Hunt Fish MB crew to film his content for his popular YouTube channel. With over 188,000 subscribers and over 48 million total views on YouTube, Jay’s loyal following offers amazing value to this package.
ɰ YouTube video published on Jay Siemens’ channel
ɰ 30–60 second testimonial video from Jay Siemens
ɰ Social media promotion on Jay Siemens’ channels
Value $2,000
Limited availability, opportunity based on timing and capacity.
ɰ Note: Requirements include hosting costs such as meals, accommodations, transportation and activities for a production team of two to four people.
SOCIAL MEDIA SPOTLIGHT
Have your destination featured on Hunt Fish MB’s social media channels through a series of posts, stories and promotions!
ɰ Minimum of five Instagram or Facebook stories featuring photo and video content showcasing the best of your business
ɰ One Instagram or Facebook post describing what your business has to offer
ɰ Paid promotion to a highly targeted audience
ɰ Use of Collaborator Tool where applicable
Value $750
Maximum of ten spots per year (five during hard water season and five during open water season)
ɰ Note: Requirements include providing our content creators with a series of high-quality photos and videos as well as a brief description of the product you are featuring to use during promotions.
HUNT FISH SUPERCUT VIDEO, EDITORIAL FEATURE & PHOTO SHOOT
Designed for a convenient, diverse yet affordable entry level option, this package covers all your initial content needs including photo, video and written deliverables. We will combine your video with our compelling storytelling and photography to showcase your destination or product.
Package includes:
ɰ Final 30–60 second branded video to be hosted on Hunt Fish MB’s YouTube channel
ɰ Featured blog posted on HuntFishManitoba.com
ɰ Promoted through Hunt Fish MB’s social media channels with a dedicated paid boost
ɰ Featured placement in Hunt Fish MB e-Newsletter
ɰ Potential opportunity for third-party syndication through Hunt Fish MB’s media network
ɰ Video, photos and editorial links will be supplied to the partner
Production timeline: January to December 2025*
Promotion timeline: January to December 2026*
*Production and promotion schedules set in discussion with the partner.
Value $3,000
Limited availability, opportunity based on timing and capacity.
ɰ Note: Requirements include hosting costs such as meals, accommodations, transportation and activities for a production team of two to four people.
FEATURED PLACEMENT ON HUNTFISHMANITOBA.COM
HuntFishManitoba.com utilizes award-winning content and striking visuals, and is visited by thousands of people planning hunting and fishing travel to and through Manitoba every year.
With over 343,000 sessions in 2023, HuntFishManitoba.com continues to be a well-utilized resource for hunting and fishing trips in Manitoba.
Purchase a featured placement on key webpages that align with your tourism offering. The placement is integrated into the design of the site to showcase your lodge/outfitting business, encouraging potential anglers and hunters to click through from our website to your website.
Available placements* (maximum of four per page):
ɰ Quarterly Homepage placement - $250/quarter
ɰ Annual Fishing Licensing Page placement - $500
ɰ Annual Hunting Licensing Page placement - $500
ɰ Annual Fly-in Fishing Page placement - $500
ɰ Annual Ice Fishing Page placement - $500
ɰ Annual Drive-to Fishing Page placement - $500
ɰ Annual Find a Lodge/Outfitter Page placement - $500
ɰ Other pages specific to your product are also available, for example: Bear Hunting Page, Waterfowl Hunting, etc.
HuntFishManitoba.com
AUDIENCE OVERVIEW:
• 92,000 website visitors in 2023
• 43.3% of visitors are from Canada and 52.8% from the U.S.
• Over 79% of users visit HuntFishManitoba.com on their smartphones. – 30.5% Female
55–64: 19.9%
65+: 12.5%
THE LEAF
PHOTO: ASSINIBOINE PARK CONSERVANCY
Material Submissions
For partners participating in our co-op marketing opportunities, we have established a set of guidelines to ensure all submitted materials align with Travel Manitoba’s brand standards and values.
CONTENT PREVIEWS
Please be aware that previews of content will not be provided before the content is posted to our social media channels. This ensures a streamlined and efficient process, allowing us to maintain a consistent and timely presence across our channels.
Video production opportunities including Destination Spotlights are reviewed with the purchasing partner before they’re published.
BRAND STANDARDS
Travel Manitoba reserves the right to reject any submitted content that does not meet our brand standards. We strive to present high-quality, engaging and brand-consistent materials that reflect the unique and captivating experiences Manitoba has to offer. Your content should align with these values to be considered for inclusion.
ARTIFICIAL INTELLIGENCE
We do not accept AI-generated images. Our focus is on showcasing authentic and engaging visuals that genuinely capture the essence and beauty of Manitoba. This commitment to authenticity helps us build trust and connection with our audience.
Travel Manitoba embraces the use of AI as an assistive technology for organizational effectiveness and efficiency with a commitment to ethical and trustworthy use of AI by its employees. When using AI:
ɰ For images, it is imperative to maintain authenticity and a realistic sense of place, ensuring images aren’t modified in a way that is misrepresentative of the tourism experience. If you used AI to modify your image, please disclose that to your partnership contact at the time of submitting your materials.
ɰ For copywriting, it is important to fact check the information provided as well as to be aware of the risks of plagiarism when using AI.
By adhering to these guidelines, you help us create a cohesive and compelling marketing campaign that highlights the best of what Manitoba has to offer. If you have any questions, please reach out to your partnership contact (page 46).
Stay Connected
Here are a few ways to stay connected with what is happening in the tourism industry and to ensure Travel Manitoba knows about your latest tourism updates and initiatives
ɰ Travel Manitoba’s Daily TI News and Travel Currents: Scan the QR Code and sign up to get timely and relevant trave and tourism related stories right to your inbox.
ɰ Travel Manitoba Rapid Fire Presentation: Give the team at Travel Manitoba a short presentation about your business, attraction or event. Contact Tricia Woikin, Partnership Specialist at twoikin@travelmanitoba.com to schedule your presentation.
ɰ Reach out to Travel Manitoba to discuss placing your brochures in our Visitor Information Centres. Scan the QR Code to read our brochure distribution policy, and contact our distribution team at contactus@travelmanitoba.com for more information.
Let’s Work Together!
IF YOU’RE INTERESTED IN OUR PARTNERSHIP OPPORTUNITIES, PLEASE CONTACT:
