2020 PARTNERSHIP OPPORTUNITIES
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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 increase tourism’s contribution to the provincial economy by leading the marketing of Manitoba as a tourism destination and by fostering a competitive and sustainable tourism industry. Objectives Increase brand engagement and traveller advocacy in Manitoba, within Canada and internationally. • Increase visitor spending by 40% from $1.6 billion in 2016 to $2.2 billion in 2022. • Increase visitation by 19% from 10.6 million visitors in 2016 to 12.6 million visitors in 2022. • Increase investment in the tourism sector by partnering with business and governments. • Optimize organization spending to deliver increased results in the most cost-effective way. • Lead the implementation of the Provincial Tourism Strategy to ensure the objectives are achieved. 2020 PARTNERSHIP OPPORTUNITIES 3
Manitoba’s Tourism Industry Tourism is one of the largest and fastest growing economic sectors in the world. Tourism in Manitoba is a $1.64 billion industry with 11.4 million visitors a year. 2017 Visitor Spending & Visitation MANITOBA 58% $957.7 Million 9,715,000 person visits 85% $99 per person visit ••• OTHER CANADIAN PROVINCES 26% $420.4 Million 10% 1,160,000 person visits $362 per person visit ••• UNITED STATES 9% $142.5 Million 413,000 person visits 4% $345 per person visit ••• OVERSEAS 7% $123.3 Million 110,000 person visits 1% $1,121 per person visit TOTAL VISITOR SPENDING TOTAL VISITATION $1,643,893,000 11,397,000 PHOTO: ALEX DE VRIES Source: Statistics Canada – Travel Survey of Resident of Canada (TSRC) – 2016/2017 Pooled File Detailed Tabulations. Statistics Canada International Travel Survey - 2017 Customized Analysis 2020 PARTNERSHIP OPPORTUNITIES 5
The Provincial Tourism Strategy for Manitoba This roadmap for tourism growth in Manitoba outlines realistic goals for industry stakeholders: • Lead Brand & Market Positioning Expand brand successes to encompass a wider variety of tourism experiences and products. This includes the development of a new Winnipeg place brand. • Invest in Destination & Experience Development Further develop demand-generating experiences such as sustainable development in Manitoba’s parks, the establishment of a provide-wide events strategy and building on the Manitoba 150 celebrations in 2020. • Improve Transportation & Connectivity Major transportation and digital connectivity problems threaten competitiveness, while wayfinding and signage are an issue for visitors. • Foster Collaboration A whole-of-government approach is necessary for the industry to remain competitive, to maximize visitor experiences and to achieve growth targets. • Build Public Support for Tourism The bold vision of this strategy can only be realized if Manitobans fully embrace that tourism has the ability to positively transform their communities and enrich their quality of life. Key finding: Manitoba’s tourism sector contribution to provincial GDP is just over 3%. Nationally, that figure is 6% and it is 10% worldwide. There is significant opportunity for tourism to increase its impact on the provincial economy. 6 2020 PARTNERSHIP OPPORTUNITIES
Benefits of Partnering with Travel Manitoba Reduced costs: • We invest in traditional, social and digital media, and then pass savings on to you • We buy more, you pay less • Our partnership opportunities are aligned with a variety of budgets Increased reach: • We provide access to markets you might otherwise not be able to afford • Your partnership helps extend the reach of our campaign as well Engaged audiences: • We have large and engaged social media audiences • Share your message on our channels to reach them Respected brand: • Leverage our competitive advantage • Often our website or social media platforms are the first source of information for visitors Access to Partner Extranet: • Direct access to your listing on TravelManitoba.com • View and edit your account information 2020 PARTNERSHIP OPPORTUNITIES 7
What is the Extranet? Travel Manitoba’s Extranet is a secure site that provides our partners with direct access to their own listing on TravelManitoba.com. Once logged in, you can view and edit your account information, update listing descriptions, upload images and videos, submit events and manage social media links. What else can you do on the Extranet? In addition to managing your presence on TravelManitoba.com, you can also add/remove organization contacts, order publications and explore your history with Travel Manitoba. Through the Extranet, you are provided information relating to: • Web stats to your listing on TravelManitoba.com • In-kind and expense dollars • FAM and media trips you have hosted • Assisted media • Partnerships purchased 8 2020 PARTNERSHIP OPPORTUNITIES
How can the Extranet help you? Partner listings play an important role in the success of TravelManitoba.com. The Extranet makes it easy for you to maintain your organization’s presence on TravelManitoba.com so that up-to-date information is presented to curious visitors. Having an accurate and enticing listing is the first step to attracting referrals to your own business. We want to be sure that your listing has everything it needs to be enticing and accurate for those who are looking for their next Manitoba experience. Our on-site system now automatically gives preference to more fulsome partner listings: that means it’s more important than ever to make sure all of your listing information is complete and correct and you are providing visitors with engaging images and videos and up-to-date content. Through the Extranet, you will also: • Receive an online listing on secondary Travel Manitoba sites when applicable • Be included in the TravelManitoba.com Travel Planner (“Add to Itinerary” option) • Receive a listing placement on related content pages How can you access the Extranet? If you have a listing on TravelManitoba.com your organization has been granted access to the Extranet. You can login (or reset your password) by visiting manito.ba/extranet. If you don’t have a listing on TravelManitoba.com, fill in the new account request form at manito.ba/extranet-new. Once approved you’ll be granted a login and password. What resources are available to help you with the Extranet? You can access online video tutorials by visiting manito.ba/extranet-tutorials. For further assistance or if you have any questions, please contact: Email: tmbpartnerextranet@travelmanitoba.com Phone: (204) 927-7800 / Toll-free: (800) 665-0040 2020 PARTNERSHIP OPPORTUNITIES 9
2 0 20 P A R T N E R S H I P O P P O R T U N I T I E S Tips for Success........................................................................................................28 No Cost Opportunities........................................................................................... 31 U.S. Campaign Opportunities............................................................................. 32 Content Publishing Partnerships..................................................................... 34 Content Marketing Opportunities.................................................................... 36 Digital Marketing Opportunities...................................................................... 42 Visitor Information Centre Opportunities..................................................... 46 Travel Trade and Incentive Travel Opportunities........................................ 48 Hunt Fish MB Opportunities............................................................................... 50 2020 PARTNERSHIP OPPORTUNITIES 11
Photo: Alex de Vries 12 2020 PARTNERSHIP OPPORTUNITIES
Tips for Success Look for these tips throughout this booklet to help you maximize your partnership with Travel Manitoba. Website Here are some overall considerations for your main marketing channels. Up to date Easy to navigate Includes quality pictures or videos Mobile friendly Page load time of less than 3 seconds whenever possible Booking or purchase options available Easy to find contact information Search Engine Optimization (SEO) is a regular part of your site building and maintenance to improve your position on search engines (like Google) Understanding of where your website visitors are coming from, how long they stay and which pages they visit Social Media Quality, not quantity. There is no “right” amount when posting Focus on one platform if you don’t have the resources to cover them all (Facebook is likely your best bet) Share quality images and videos Tell stories; don’t sell Know your audience by looking at what types of content get the most engagement (likes, comments, shares) Be responsive and respectful Advertising (print and digital) Strong image that showcases your product/experience/event Minimal text Consistent branding Call to action (what do you want someone who has seen your ad to do next?) Built to spec 2020 PARTNERSHIP OPPORTUNITIES 13
Photo: @stefdirks 14 2020 PARTNERSHIP OPPORTUNITIES
No Cost Opportunities Being a partner with Travel Manitoba isn’t dependent on your marketing budget. While our partnership opportunities offer a great way to extend the reach of your own marketing efforts, there are ways to work with Travel Manitoba at no cost. Manage your listing and account Get your photos in our asset library: information through the Partner Extranet • Send us your current photos and videos and increase your (see pages 8-9 for more details on the Partner Extranet): chance of being featured in ads, blogs, social media and corporate communication pieces. Send your assets with credits and usage information to Myra Ramos, Asset & Submit your event listing to appear Production Coordinator at myramos@travelmanitoba.com. on Travel Manitoba’s website: • Go to TravelManitoba.com/events to enter your event Keep us in the loop: details and be included in the online events calendar. • “Rapid Fire” Presentation: Visit the team at Travel Manitoba to give a short, in-person presentation to our entire staff Get media coverage through support from about your business, attraction or event. Tell us what’s new, Travel Manitoba’s Media Tour Program: what’s to come or details that help us keep up to date with our tourism partners. Contact Samantha Bason, Partnership & Visitor Experiences Specialist at sbason@travelmanitoba.com • Travel Manitoba’s media tour program hosts over 150 top to schedule your presentation. journalists, bloggers and influencers in our key markets every year. Last year, our media relations activities resulted • Send your press releases and news to share with in 346 national and international articles, with a total Travel Manitoba staff to Lindsay Egan, Coordinator, circulation of over 158 million, with an ad equivalent value Partnership & Visitor Experiences at of over $7 million. We look to our partners to help support liegan@travelmanitoba.com. these visits by contributing room nights, experiences, logistical support and more. It’s with this support that we can continue to offer a strong media tour program that results in your business getting noticed on the world stage. PHOTO: GEORGE FISCHER 2020 PARTNERSHIP OPPORTUNITIES 15
U.S. Campaign U.S. Digital Retargeting Campaign Travel Manitoba’s campaigns are building an interested audience of potential U.S. travelers who have already engaged with Travel Manitoba digital content and are looking to learn more. • Estimated U.S. online audience: +300,000 annually The Opportunity Four different campaigns will deliver digital ads to users who have already interacted with our digital content sometime in the past 90 days. Supply ads featuring your content and branding for Travel Manitoba to publish and manage. Choose to be part of one or more of the seasons below: • Winter: December/January/February • Spring: March/April/May • Summer: June/July/August • Fall: September/October/November Cost : $1,500/campaign Maximum 20 partners per season Tips for Success Limited text legible at actual size Engaging photo Strong call to action (e.g. Click Here, Learn More, Book Now) 72 dpi, jpeg or png Do not resize a print ad Send users to a page on your website that matches the design and message of your ad (your homepage is not usually the best choice) 16 2020 PARTNERSHIP OPPORTUNITIES
Manitoba, Canada Travel Pages Discover Interesting stories about Manitoba experiences and attractions will be included in major newspapers in Minnedosa The name Minnedosa means ‘flowing water’ in Sioux our key drive-to market of North Dakota. language. Nestled in a valley of lush, rolling hills and winding waters in Western Manitoba, Minnedosa is a vibrant community of outdoor exploration Once-in-a-lifetime can happen any minute. and cultural celebration, calling out to the prairie adventurer in you. Bringing you closer Newspaper circulations: EXPLORE VALLEY LIFE Only steps from downtown, you will find boardwalks, wildlife, and a swinging bridge as you navigate the Oxbow Trails through wetlands and greenspaces, home to a herd of bison in a stunning valley setting quite distinct in comparison to the surrounding prairie landscape. Follow the flag walk to Minnedosa Beach where the sun and sand welcome you to make a splash! Come Journey NORTH to the DINO BEACH! • Grand Forks Herald: 24,022 winter, our trails are the perfect place for a snowshoeing adventure. IMMERSE YOURSELF IN OUR RICH ROOTS Experience our Jurassic themed water park, while you are in Timeless treasures await discovery at the Minnedosa Museum & Winnipeg visit the Assiniboine Park Zoo’s Journey to Churchill exhibit. Heritage Village, featuring nine fully restored heritage buildings Take advantage of our Dino Beack/Zoo package which includes a one night accommodation at our hotel, with 2 adult and 2 children passes to the Addiniboine Park Zoo. including one of only three octagon buildings in Manitoba. • Fargo-Moorhead Forum: 45,928 Celebrate local culture as you visit our many historical sites including along the flag walk and throughout downtown, while historical settlements along the horizon are best viewed from the Lions Lookout Tower on the East Hill. Package prices start at $174.99, taxes not included. Available at Victoria Inn Winnipeg Only. Not valid with any other offer, available until December 31, 2019. PROMO TMZO 1808 Wellington Ave. Winnipeg, MB | winnipeg.vicinn.com | 1.877.842.4667 EXPERIENCE OUR AWARD WINNING • Bismarck Tribune: 25,584 ATTRACTIONS AND EVENTS It’s an adventure all summer long at Splish Splash Water Park, Manitoba’s only floating inflatable water park! Minnedosa Golf & Country club boasts 18 holes of stunning valley views, and Manitoba’s best snow is at Ski Valley, a ski and snowboard park a short five miles from downtown. We crank up the volume at Canada’s premier classic rock festival, Rockin’ the Fields of • Minot Daily News: 15,437 Minnedosa, and lace up our skates in February for Skate the (204)-834-2421 Lake, a truly Canadian pond hockey tournament. Toll Free: 1-866-228-3132 CABINS / RV PARK 13 km South of Carberry on #5 Hwy & MEETING CENTRE INDULGE YOURSELF www.forest-hills.ca Fill your belly and feed your soul in our locally owned and operated restaurants. Delight in finding that perfect treasure in the shops of downtown or at the local farmers market. Rest your head at Minnedosa Campground, a hotel, or charming bed & breakfasts, and never, ever visit without stopping for ice cream. Wherever your travels take you, Minnedosa is the perfect backdrop for your next great travel story. discoverminnedosa.com The Opportunity @ t ra v e l m a n i t o b a www.travelmanitoba.com These Manitoba pages will be featured every two weeks in May through August, and once a month from September DISCOVER PASSIONHISTOIRE.CA Manitoba, Canada 204.233.8343 through March. CABINS / RV PARK & MEETING CENTRE SAINT-BONIFACE One of Winnipeg’s most prominent tourist 200 years, discover the Métis culture in destinations, Saint-Boniface is a unique Western Canada, enjoy various attractions, historic area nestled across the river from exceptional architecture, culinary delights, downtown. With a history dating back and a vibrant community. Peak Season (May to August): Purchase a full page advertorial Adventure Awaits (400 words plus maximum 3 images) OR an ad to be published Visit the region’s museums, sample exceptional cuisine, experience pristine campgrounds and walk nature trails. Explore the land of ancient sea reptiles, watch raptors or zipline through a valley. on the opposite page. There are a total of 6 partner ads per page. take your trip One booking gets your ad or advertorial in all four papers. to new heights Journey NORTH to the DINO BEACH! centralmbtourism.ca Experience our Jurassic themed water park, while you are in Shoulder Season (September to March): Purchase a half page With so much to see and do in Manitoba, Winnipeg visit the Assiniboine Park Zoo’s Journey to Churchill exhibit. consider extending your trip to take in the sites Take advantage of our Dino Beack/Zoo package which includes a one night accommodation at our hotel, with 2 adult and 2 children passes to the Addiniboine Park Zoo. and activities the northern part of this province has to offer. advertorial (200 words plus 1 image) OR one of 3 ads to be Package prices start at $174.99, taxes not included. Available at Victoria Inn Winnipeg Only. Not valid with any other offer, available until December 31, 2019. PROMO TMZO 1808 Wellington Ave. Winnipeg, MB | winnipeg.vicinn.com | 1.877.842.4667 As Canada’s central airline in northern Manitoba and Nunavut, Calm Air provides convenient daily service for you to enjoy a one- or two-day stay in northern Manitoba before making your trip home. published on the same page. One booking gets your ad or Different seasons offer an abundance of attractions, too. Visit Churchill, a mecca of iconic northern wildlife. Take a boat tour or kayak excursion amongst a pod of beluga whales. Keep an Churchill advertorial in all four papers. Oak Hammock Marsh eye out for polar bears along the rocky shore. ©Eric Lindberg After a summer spent on the tundra, the polar bears ©Eric Lindberg congregate along the shore of Hudson Bay in October and Experience the Ultimate Summer Adventure in Churchill. November. They wait for the water to freeze, giving passage Contact the Tundra Inn for more information about our incredible summer packages. to their winter hunting grounds, and giving eager animal 1 (800) 265-8563 info@tundrainn.com www.tundrainn.com lovers the experience of a lifetime. See these majestic animals from a specially-designed tundra vehicle or on foot following an experienced guide. The clear, cold nights of the winter offer the perfect backdrop to witness the northern lights in Make Awesome Memories This Summer! Churchill and across Manitoba’s north. Other northern destinations to visit include Thompson, Flin Cost: Peak Season ad: $750 Flon or The Pas. Stay at a local hotel or a fully serviced fishing Clearwater Lake lodge where trophy catches are the norm. Rent a car and This four season resort features hotel & chalet accommodations, the luxurious Solstice Spa, an indoor water park, a 9-hole golf explore the region’s amazing parks, including the crystal clear course and two onsite restaurants. Come explore the beautiful surroundings in Riding Mountain National Park this summer and hike water of the aptly named Clearwater Lake Provincial Park or or bike the numerous trails or jump into Clear Lake to cool off. Visit the town of Wasagaming for some shopping or take a leisure the impressive views at Pisew Falls Provincial Park. And in the drive through the Park for a chance to spot some moose, deer, elk or black bears! Maximum 6 per week winter months, these northern destinations are prized for 1.866.ELKHORN (355.4676) | frontdesk@elkhornresort.mb.ca their amazing ice fishing and the abundant snow cover is a 3 Mooswa Drive East, Onanole, Manitoba R0J 1N0 www.elkhornresort.mb.ca snowmobiler’s dream. There’s no shortage of beautiful landscapes and authentic experiences to be found in northern Manitoba, so book your Peak Season advertorial: $2,000 flight today. calmair.com Maximum 1 per week Flin Flon @ t ra v e l m a n i t o b a www.travelmanitoba.com Shoulder Season ad: $750 Maximum 3 per week Shoulder Season advertorial: $1,000 Maximum 1 per week Tips for Success Attention-grabbing headline and images Include important visitor information (event dates, directions, booking information, etc.) 2020 PARTNERSHIP OPPORTUNITIES 17
Content Publishing Partnerships We are creating custom content to extend the reach of our marketing message, to encourage and foster “sharing” (word of mouth is the greatest driver of travel) and to generate leads to our industry. enRoute (Air Canada in-flight magazine) Together with its regional partners, Air Canada serves close to 35 million passengers annually and provides direct passenger service to more than 175 destinations on five continents. Air Canada’s enRoute magazine: • Monthly distribution: 119,942 • 1,148,000 readers (9.6 readers per copy) The Opportunity Purchase a half or full-page feature advertorial in the April or August 12-page insert in Air Canada’s enRoute. Cost: Full Page Advertorial: $7,000 Maximum 6 per insert Half Page Advertorial: $3,500 Maximum 6 per insert Tips for Success Attention-grabbing image Use stories to bring your experience to life Remember this audience may not be familiar with Manitoba or its tourism experiences 18 2020 PARTNERSHIP OPPORTUNITIES
2020 Travel Manitoba Inspiration Guide The Travel Manitoba Inspiration Guide uses great images and short features to encourage potential visitors to choose Manitoba as their next travel destination. Distribution: • 200,000 copies delivered to targeted postal codes in Winnipeg, regional centres in Manitoba, Thunder Bay, Kenora, Regina and Saskatoon • 50,000 copies inserted in the Sunday editions of the Grand Forks Herald and Fargo Forum • 50,000 distributed by request and at visitor information centres around the province The Opportunity Purchase an ad, advertorial or image feature. Full Page Advertorial Half Page Image Feature Cost: Outside back cover ad: $7,000 Maximum 1 Inside front cover ad: $7,000 Maximum 1 Inside back cover ad: $7,000 Maximum 1 Full page ad: $5,000 Maximum 12 Full page advertorial: $5,500 Maximum 18 Full page image feature: $5,500 Maximum 10 Half page image feature: $3,700 Maximum 20 Multi-partner feature spread: $1,500 Maximum 36 Tips for Success Feature partner offer: $600 Maximum 18 Stunning landscapes, exciting action shots or interesting close-ups are all great photo options Use stories to bring your experience to life Tell readers why they should visit you – what sets you apart? 2020 PARTNERSHIP OPPORTUNITIES 19
2020 North MB Regional Guide The Opportunity Purchase an ad in this guide, which is distributed by request and at visitor information centres around Manitoba. Cost: Outside back cover ad: $2,000 Maximum 1 Inside front or back cover: $1,500 Maximum 1 each Full page ad: $1,000 Maximum 12 Half page ad: $750 Maximum 12 Quarter page ad: $400 Maximum 12 Accommodation package: $350 Maximum 12 Pressboard Co-Op Campaign Travel Manitoba is inviting partners to join us on a content marketing campaign with Pressboard. Pressboard has the capabilities to place custom content with over 200 premium publishers. Your investment in this partnership opportunity will be matched by Travel Manitoba, amplifying engagement with target audiences. The Opportunity Working with Travel Manitoba and Pressboard, you’ll receive a custom article, featuring your company’s logo, placed in a online publication of your choice in either Canada or the U.S. based on a list of available publisher options. This partnership includes a guaranteed minimum readership (varies by publisher) and further amplification by Travel Manitoba on its social channels. Cost : Minimum $5,000 20 2020 PARTNERSHIP OPPORTUNITIES
Influencer Campaign with This Battered Suitcase This Battered Suitcase is the travel and lifestyle brand This Battered Suitcase content about your experience of Brenna Holeman. Since the blog’s inception in 2003, will include: This Battered Suitcase has gained a loyal readership of • 1 long-form narrative blog post (delivered within young global travellers who follow Brenna as she travels independently and adventurously, while on the look 14 days of the visit) out for the unusual. From Brazil to Botswana to Bhutan, • Promotion of blog post on This Battered Suitcase Brenna documents her travels on This Battered Suitcase Instagram Stories, Facebook and Twitter using her distinct voice and signature long-form narratives. After 13 years of nomadic life and 100 countries later, • 10 Instagram Stories of video and image content Brenna felt Manitoba calling her home. Now based in (at minimum) Winnipeg, Brenna has discovered a new love for exploring • 1 Instagram feed post places closer to home. • 2 Facebook posts This Battered Suitcase overview: • 1 Facebook Live post (depending on internet service) • 75K page views per month 50K+ followers on social media • 5 non-exclusive, rights-free images for the partner’s own marketing purposes • Primary audience from the U.S., U.K., and Canada • Second round of promotion of blog on This Battered • Worked with travel brands such as Expedia, Suitcase Instagram Stories, Facebook, and Twitter Visit Mississippi, KLM Royal Dutch Airlines, within the year Hilton Hotels and Resorts, Visit Denmark, Visit England and many more • Bonus: Travel Manitoba will boost This Battered Suitcase blog post on our own Facebook ($600 value) • Featured on Buzzfeed, Hostelworld, BBC, The Guardian, Elle and Oprah Magazine Cost: $2,500 Maximum 5 summer campaigns The Opportunity (June, July or August only) During summer 2020, host This Battered Suitcase on Note: To ensure your experience aligns with her personal a custom itinerary to your region, town, major event brand, The Battered Suitcase will pre-approve partners or attraction (maximum two nights). Brenna will for this opportunity. create original content, sharing her adventure through her This Battered Suitcase brand. Travel Manitoba will also amplify This Battered Suitcase content through our own social media channels. Partner hosting requirements include: • Itinerary planning (in collaboration with This Battered Suitcase) • Accommodations • Activity and attraction passes • Meals 2020 PARTNERSHIP OPPORTUNITIES 21
Content Marketing Opportunities Travel Manitoba uses #TMBpartner to let our audience know they are seeing paid content. Travel Manitoba Blog Blog audience overview: • 130,000 average monthly page views • 82,000 average monthly users Live Influencer Campaign The Opportunity A member of Travel Manitoba’s content team will create a custom itinerary and visit your region, town, major event or attraction (maximum two nights) and share their adventures through Travel Manitoba’s Facebook, Instagram and blog. Your live influencer campaign includes: • 1 blog post • 1 Instagram story series • 1 boosted Facebook post • Inclusion in a consumer e-newsletter Cost: Peak Season (June, July and August): $2,500 Maximum 10 Shoulder Season (September to May): $1,500 Maximum 10 Tips for Success Note: Partners are required to cover hosting costs such as meals, Different itineraries can be built for accommodations and activities different audiences, so think about the type of visitor you want to attract (i.e. families, couples, etc.) Turn your blog post into a video slideshow Experiences with strong visuals will Upgrade: $500 perform the best 22 2020 PARTNERSHIP OPPORTUNITIES
Listicle Inclusion Everyone loves a list and none more so than our social media audience. We call them “listicles” (a list and an article combined) and you can be a featured link in a listicle that Travel Manitoba creates on our blog this year. The Opportunity 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. Cost: $150 Maximum 1 per partner 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 happening in the province on any given week. It is included in the weekly consumer e-newsletter and is featured on the homepage of TravelManitoba.com. The Opportunity Ensure your event or attraction gets noticed by claiming one of the top two positions at the top of the page. You must supply a photo and write-up. Cost: $250/week Maximum 2 per week 2020 PARTNERSHIP OPPORTUNITIES 23
Travel Manitoba Video Annual Facebook video views: • +3.1 million • 82,000 average monthly users Destination Spotlight Video The Opportunity Tell your experience or attraction’s story in depth with a See past videos at youtube.com/ TravelManitoba feature video tailored for digital and social media consumption. Our Content Marketing team will work with you to develop a concept and then shoot, edit and compile a finished 3-5-minute Travel Manitoba-branded, shareable video that highlights the very best of your brand. The video can include on-camera interviews, a voice over or a storyline to help tell your story. You will receive the finished video as well as the raw footage. Destination Spotlight Videos can only be used to promote a consumer-ready Manitoba experience. Cost: $6,000 Maximum 1 per season Note: Partners are required to cover hosting costs such as meals, accommodations and activities. Destination Snapshot Video Feature The Opportunity Capture your destination through video with a 1-3 minute piece that pairs music and video. Shoots are limited to one day and cannot include on-camera interviews or voice over. You will receive the finished video as well as the raw footage. Destination Snapshot Videos can only be used to promote a consumer-ready Manitoba experience. Cost: $2,000 Maximum 6 per year Note: Partners are required to cover hosting costs such as meals, accommodations and activities. Photo: @joelboily 24 2020 PARTNERSHIP OPPORTUNITIES
Facebook Facebook audience overview as of August 1, 2019: • 119,000 likes • 5.6 million average impressions per month • 9.9% engagement rate • 135,000 average daily reach • 84% Canadian fans; 7% U.S. Facebook Boosted Posts The Opportunity Travel Manitoba will ‘boost’ your Facebook post, thereby increasing the number of newsfeeds 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 four high quality images. Facebook boosted posts can only be used to promote a consumer-ready Manitoba experience. Cost: $600 Maximum 10 per month Pin your story to the top of our Facebook feed for one month Upgrade: $200 Maximum 1 per month Tips for Success Choose only clear and high-quality images 2020 PARTNERSHIP OPPORTUNITIES 25
Facebook Featured Stories Long-form posts on social media are becoming more popular, as engaged users are eager to click to read more and see more images. The Opportunity Facebook Featured Stories will see a Travel Manitoba influencer create a short essay about your regional event, museum, exhibit or attraction and then share it and a minimum of 4 photos of their experience on Facebook. Cost: $1,000 Maximum 2 per month Note: Partners are required to cover hosting costs such as meals, accommodations and activities (if applicable). Photo: @twist.of.french 26 2020 PARTNERSHIP OPPORTUNITIES
Facebook Slideshow Social Media Contest Visuals are key for social media success, as posts with images or video content are more likely to The Opportunity engage audiences. Travel Manitoba will promote your event, attraction or experience by running a contest to give away a prize to The Opportunity our Facebook audience. Partners must supply a prize of significant value. Winners will be solely responsible for Travel Manitoba will assemble a 30-second slideshow, prize pick-up/redemption. Contest must be run through which can incorporate stills and video footage, to share on Travel Manitoba’s social channels and not an external link our Facebook page. Requirements include a minimum of or page. 15 high quality images, video footage is also recommended. Facebook slideshows can only be used to promote a consumer-ready Manitoba experience. Travel Manitoba Cost: $250 + plus prize reserves the right to reject submitted content. Maximum 4 per month Cost: $1,000 Maximum 1 per month Tips for Success Choose only clear and high-quality images Video clips should be 10 seconds or less Make sure there is a connection between the images/videos submitted, they should tell a story! 2020 PARTNERSHIP OPPORTUNITIES 27
Facebook Collection Ad Facebook collection ads are highly visual, engaging and attract a lot of views and clicks. The Opportunity Travel Manitoba will create a series of themed collection ads where you can feature your attraction or business. Requirements include 4 high quality photos and a link to your website. Themes: • Hotels • Food & Drink • Spa & Wellness Photo: @felicitymerritt • Family Fun • Churchill • Outdoors • Unique Stays Cost: $500 Maximum 4 partners per theme Instagram Instagram audience overview August 1, 2019: • 117,000 followers • 2.9 million average impressions per month • 325,000 average reach per month Instagram Post The Opportunity Promote your brand with an Instagram post on Travel Manitoba’s feed. Requirements are 4 high quality images. Images must be of the most striking and high quality variety possible. Travel Manitoba Tips for Success reserves the right to reject submitted content. Professional photos are recommended Cost: $750 Best options are landscapes, close-ups Maximum 3 per month of wildlife, big skies and wide urban shots 28 2020 PARTNERSHIP OPPORTUNITIES
Instagram Stories Consumer E-newsletters Weekly e-newsletter distribution as of August 15, 2019: Instagram Stories combine photos, videos, captions, • 25,111 subscribers illustrations, stickers and other features and will appear on users’ feeds for 24 hours. • Open rate: 20% • Clickthrough rate: 3% The Opportunity Travel Manitoba will assemble and post a series of up to 10 slides to its feed. The Stories will also be featured Consumer E-newsletter Ads in Travel Manitoba’s Instagram “Highlights” for one month. Requirements are a minimum of 4 high quality images The Opportunity Have your ad appear in the e-newsletter for the week Cost: $750 of your choosing. Maximum 3 per month Cost: $350 Maximum 2 per week Tips for Success Welcome Email Ad Tell a story through connected images Include a call to action (“visit website to The Opportunity learn more” or “book your now”) Every month, hundreds of new subscribers sign up Vertical images are best to receive our e-newsletter. All new additions to the Travel Manitoba email list receive a welcome email with exclusive content available only to subscribers. Advertise your experience on the welcome email and get the most engaged eyes seeing your message. • Open rate: 70% • Average clickthrough rate: 40% Cost: $400 Maximum 1 per month 2020 PARTNERSHIP OPPORTUNITIES 29
Birthday Email Ad The Opportunity Subscribers to our e-newsletter who share their birthdays with us will receive a special email ‘surprise’ during their birthday month. The birthday email is typically the second most read email by subscribers after the welcome email. Have your ad seen by an engaged audience who are already in a mood for celebrating. Cost: $400 Maximum 1 per month Customized Email Marketing The Opportunity Travel Manitoba has created a series of content specific emails that go out to subscribers who have already shown an interest in a particular subject. Sent at least once per year, these emails have higher open rates and higher clickthrough rates than the general newsletter. Match your ad’s message to our custom newsletter and ensure you’re reaching a targeted and interested audience. Topics: Churchill Outdoors Winnipeg Family Fun Winter Northern Manitoba Cost: $500 Maximum 1 per newsletter topic 30 2020 PARTNERSHIP OPPORTUNITIES
Twitter Twitter audience overview as of August 1, 2019: • 33,361 followers • 400,000 average monthly impressions Twitter Posts The Opportunity Travel Manitoba will send 3 separate tweets to promote your event or attraction. Requirements include a link, hashtag (if available) and 4 high quality images. Cost: $150 Re-Tweet Contest The Opportunity Travel Manitoba will run a re-tweet contest through our Twitter account to promote one of your events, attractions or experiences. Partners must supply a prize of significant value. Winners will be solely responsible for prize pick-up/redemption. Cost: $100 + plus prize Tips for Success You do not need to have a Twitter account to take advantage of our audience. Photo: @joshuaa_blade 2020 PARTNERSHIP OPPORTUNITIES 31
Digital Opportunities With 1.7 million sessions in the past 12 months (an increase of 91% over last year), TravelManitoba.com continues to increase the number of users by showcasing everything Manitoba has to offer. TravelManitoba.com Audience overview: • 1,109,000+ users visited TravelManitoba.com in the last 12 months >1,085,000+ are new users who are seeing Travel Manitoba’s content for the first time • Users from 228 countries > Top three: Canada (76%), USA (16%), UK (2%) • Audience Demographics: > 60% female, 40% male > 25% of users aged between 25 and 44 • 66% of users visit TravelManitoba.com on their mobile devices Photo: Scott Carnegie Block Ads on TravelManitoba.com Website ads receive: • 1.75 million impressions • 0.5% average clickthrough rate (above industry standards) The Opportunity Purchase a block ad on our homepage. The ad is placed as a native ad, integrated with page content for a less intrusive customer experience and increased clickthroughs for partners. Tips for Success Submit a photo, 25 words (max) of enticing text and a URL to link to. Great pictures get great results Cost: Short, clear message TravelManitoba.com: $2000/year Ads with offers and discounts get more clicks Maximum 12 per year The URL takes users to a page that mirrors North.TravelManitoba.com: $500/year the content and message of your ad Maximum 3 per year 32 2020 PARTNERSHIP OPPORTUNITIES
Digital Campaign Landing Page Placement Travel Manitoba manages over $350,000 worth of in-house digital campaigns every year. These investments drove over 400,000 sessions to TravelManitoba.com in the past 12 months. A large portion of this traffic continues directly to partner websites via clickthrough options from specific campaign landing pages. The Opportunity Buy into a featured placement in one of Travel Manitoba’s 2020 digital campaigns targeting Canada, the U.S. and our international markets in the U.K. and Australia (northern products only). Placement will include a text write-up and clickable image/ button redirecting to the partner’s site, as well as inclusion in digital and social ads as part of the campaign. Partners can choose landing page placement for one of the following main campaigns: • Northern Lights • Winnipeg Summer • Outdoor Adventure (Summer) • Arctic Summer • Arctic Fall • Winnipeg Winter Cost: $750/campaign Maximum 4 per campaign Digital Campaign Landing Page Placement: Near-Market Packages Take advantage of audiences in Fargo, Grand Forks, Kenora, Thunder Bay, Regina and Saskatoon looking for a quick road trip or a weekend getaway. Through a combination of search and social ads, Travel Manitoba will drive traffic from our near-market audiences to dedicated landing pages, featuring packages for Winnipeg area attractions and accommodations. The Opportunity Get your package featured on a landing page which will be promoted in our fall/winter or spring/summer near-market campaign. Visitors will also be encouraged to visit the Tourism Winnipeg website for more information. Cost: $500/campaign Maximum 4 partners landing page 2020 PARTNERSHIP OPPORTUNITIES 33
Niche Campaign Product Page Placement With more than 3,360,000 pageviews a year, visitors to our product pages are actively seeking to learn more about partners offering specific niche experiences or offerings. The Opportunity Partners can buy into a featured placement on one of Travel Manitoba’s product segment pages for one year. Participating partners will also benefit from a two-month long niche campaign driving increased traffic to the product page. Tips for Success The 7 niche campaigns for 2020 are: • Golf • Shopping • Culinary • Tours • Camping • Family Fun Track traffic from Travel Manitoba campaigns through your own site with Google Analytics • Paddling Go to “Acquisition” > “Campaigns” > “All Campaigns” and look for the name of the Travel Manitoba campaign you Cost: are part of $250/campaign Maximum 6 per campaign Featured Package Average monthly homepage pageviews: 13,000 Each month, Travel Manitoba will highlight up to four packages on our homepage as a “Can’t Miss Package”. The Opportunity Upgrade your package as one of the exclusive feature Tips for Success packages on Travel Manitoba’s homepage for one month. Starting in 2020, all packages featured on TravelManitoba.com must include a special price or discount in order to be featured on the site (general informative packages will no longer See the traffic Travel Manitoba’s website sends to your website via Google Analytics: be accepted). go to “Acquisition” > “All Traffic” > “Referrals” and look for TravelManitoba.com as your source Cost: $500 Maximum 4 per month 34 2020 PARTNERSHIP OPPORTUNITIES
Featured Events TravelManitoba.com event listings: • 266,000 impressions • 24,000 clicks to partner sites Featured Events get prime placement, both displayed as a “Can’t Miss Event” on our homepage and highlighted at the top of the Travel Manitoba events page (travelmanitoba.com/events sees an additional 4,000+ pageviews a month). The Opportunity Upgrade your basic event listing on TravelManitoba.com to a featured event listing. Events will be highlighted during the 30-day window prior to the event start date. Cost: North MB Digital Opportunities $500/30 day period Traffic continues to increase to north.travelmanitoba.com, with the majority of its users (70%) coming from Manitoba. Site content has been expanded with the addition of northern-specific itineraries and feature pages on Flin Flon, Thompson and The Pas. The Opportunity There are a number of ways to be featured on north.travelmanitoba.com: • Featured listing on north.travelmanitoba.com Homepage Cost: $350/quarter OR $1,000/year Maximum 4 per quarter • Featured event on north.travelmanitoba.com Homepage Cost: $250/month Maximum 4 per month • Featured event on north.travelmanitoba.com Events page Photo: @steph.explores Cost: $200/month Maximum 4 per month 2020 PARTNERSHIP OPPORTUNITIES 35
Featured Listing on Home Page The TravelManitoba.com homepage see more than 163,000 pageviews every year. The Opportunity Have your listing featured on the homepage of TravelManitoba.com for a three month period. Cost: $1,000 Maximum 5 partners/quarter Featured Listing on Where To Stay Pages TravelManitoba.com’s “Where to Stay” pages have over 130,000 pageviews every year as visitors browse Manitoba’s accommodation options. The Opportunity Buy a featured listing placement at the top of Travel Manitoba’s “Where to Stay” subpages (Campgrounds & RV Parks, Cabins & Cottages, Hotels & Motels, Unique Stays, Bed & Breakfasts, Hunting & Fishing Lodges). Cost: $255 Maximum 4 partners/two months Photo: Kristin Addis - Be My Travel Muse 36 2020 PARTNERSHIP OPPORTUNITIES
Visitor Information Centre (VIC) Opportunities “Your Manitoba” Feature Gallery Washroom Advertising at the Visitor Information The “Your Manitoba” tool is featured on three touch Centres in Emerson, Whiteshell and Kirkella screens in our Visitor Information Centre at The Forks. The visitor centre washrooms in Emerson are open 24 hours The tool displays user-generated photos from across a day, 365 days a year and are used very frequently by travellers Manitoba organized into thematic galleries. A monthly entering Canada. featured gallery is showcased at the top of the list of galleries, taking users to a collection of photos exclusively featuring that partner and their product The Opportunity and identified by a branded header. Users who visited the featured gallery spend an average of more than Advertise your message at the Emerson, Kirkella and Whiteshell two minutes browsing these photos. Visitor Information Centres. Posters showcasing two partner ads will be prominently displayed above urinals and in washroom stalls. The Opportunity Cost: Purchase the feature gallery spot displaying a collection of 80+ user-generated photos (curated by Travel Manitoba) $300/season for one month. Emerson (open year-round) Men’s washroom: 8 opportunities/quarter Women’s washroom: 8 opportunities/quarter Cost: $350 Whiteshell (open May-October) Maximum 1 per month Men’s washroom: 12 opportunities/season Women’s washroom: 12 opportunities/season Kirkella (May-September) Event Screens Men’s washroom: 6 opportunities/season Women’s washroom: 4 opportunities/season In addition to the screens in the Visitor Information Centre at The Forks, there are also screens at the Visitor Information Centre in Emerson (open year round) and the seasonal centres in Kirkella and the Whiteshell. The Opportunity Travel Manitoba will build a slide to promote your event (including an image, dates, location and website) for one week on all Visitor Information Centre screens through this bundled offer. Cost: $400/event/week Maximum 4 per week 2020 PARTNERSHIP OPPORTUNITIES 37
Travel Trade and Incentive Travel The travel trade is a network of businesses whose job is to Travel Manitoba also conducts sales activities directed at incentive distribute and sell travel experiences to other buyers and /or travel buyers. Typically, these are travel professionals that focus on consumers. Travel trade is a collective term for tour operators, higher end, bucket list types of travel experiences that are used as receptive tour operators and travel agents. Incentive travel a business tool to reward an individual or groups of employees. is a self-funding marketing activity that employs unique travel experiences to reward people who achieve exceptional The International Marketing team conducts activities in Canada, the business performance. The benefits of working with travel U.S., U.K., Germany, Australia, China and Japan. This team focuses on trade and incentive travel include: a diverse but distinct list of Manitoba experiences when marketing and selling to the international travel trade as well as incentive buyers. These include bucket list, authentic, legendary experiences > Consumer purchasing behaviour differs by market throughout all four seasons and in all areas of the province, such as: > Maximize reach by getting your product in front of more customers > Northern safaris > Promotion in markets you may not be able to reach > Northern lights > Marketing expense to you only when the trip sells > Fishing > Culinary Travel Manitoba’s sales activities include attending trade shows, > Eco-tourism marketplaces, sales events, sales missions, prospecting, conducting in person meetings, follow ups, webinars and investing in co-op > Unique photography opportunities advertising through joint marketing programs. Travel Manitoba > Winnipeg attractions through itinerary creation hosts and supports familiarization tours and site inspections. > Self-drive itineraries throughout eastern, western, central and northern Manitoba (Riding Mountain National Park, Whiteshell Provincial Park, Hecla Provincial Park, Gimli, Morden, Thompson, etc.) The Opportunity Partners can choose to focus on travel trade only or both • Joint marketing activity and co-op advertising travel trade and incentive travel. > U.S., Canada, U.K., Germany, Australia, China, Japan > Providing images, assets, videos, financial support Cost: Travel Trade: $2,000 for print and digital marketing initiatives Travel Trade & Incentive Travel: $3,000 • Marketplace and show assistance, including registration rebates The following benefits will be provided: > Travel Manitoba will provide financial incentive to • Company name highlighted on profile and sell sheets encourage partners to attend Rendez-vous Canada. > Languages: English, German, Mandarin ° Travel Manitoba will provide a 50% registration • Quarterly newsletters and e-blasts refund for first-time attendees > Germany, U.K., Australia ° Travel Manitoba will provide a 25% registration • Access to annual brochure analysis and product audits refund for second-year attendees > Germany, U.K., Australia ° Travel Manitoba will provide a $250 registration • FAM support (financial contributions, itinerary creation, rebate for ongoing registration flights bookings, site inspections) ° Booth set-up and display at Rendez-vous Canada > All markets 38 2020 PARTNERSHIP OPPORTUNITIES
> Winnipeg hosts the Student & Youth Travel Conference in 2020. To be eligible to attend the SYTA conference, partners needs to be SYTA members. ° Travel Manitoba will provide a 50% registration rebate to partners attending in 2020 • Representation at shows, client events, sales missions > Show leads, profiles, follow up, show reports • Access to database information and reports • Invitation to FAM trip industry networking/ meet-and-greet events 2020 Travel Trade and Incentive Travel shows FEBRUARY February 3-6 Education Travel Conference Chattanooga, TN MARCH March 4-8 ITB Berlin & Germany Sales Calls Berlin, Germany March United States Sales Mission United States MAY May 5-8 Rendez-vous Canada 2020 Quebec City @LETHALLENS May 5-7 Adventure Elevate Eugene, OR May 27-30 Incentive Travel Exchange Phoenix, AZ JULY July 23-27 Incentive Canada Halifax, NS AUGUST August 14-18 Student Youth Travel Association Winnipeg OCTOBER October Photo Plus New York October Bienvenue Quebec Trois-Rivières, QC October Showcase Asia China DECEMBER November 30-December 4 USTOA 2020 National Harbor, MD 2020 PARTNERSHIP OPPORTUNITIES 39
Hunt Fish MB Opportunities Content Marketing 101: “Super Cut” Video Package, Promotion and Consultation More than 90% of consumers access video content online! Businesses that are reluctant to embrace content marketing and use video in their promotion efforts could be left with an under-performing website and marketing strategy. The Content Marketing 101 package offers solutions to those who want to stand out and increase their marketing performance. The Opportunity This value package focuses on video production and custom consultation with the Fish Hunt Marketing Consultant to discuss the best way to use your videos, photos and editorial for increased marketing performance, to help you create a YouTube channel and to provide a summary on understanding digital analytics and traffic to your website. The videos will be shot and produced in 2020 and then promoted during the 2021 fish hunt marketing campaign (website, e-newsletter, social media and participating third party channels). Included in this package is: • 4 X 30-60 second videos shot in GoPro/DSLR format and created for your online channels such as website and YouTube, including: > Super cut video, a high impact video that captures the best of a specific fishing or hunting experience at your destination, combined with a 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 • Raw footage supplied to partner • Approx. 4-hour consultation Cost: $5,000 4 opportunities available Note: Requirements include hosting costs such as meals, accommodations and activities for a production team of two to four people. 40 2020 PARTNERSHIP OPPORTUNITIES
Destination Spotlight Video Production & Promotion The Opportunity Purchase a video production of your fishing or hunting destination to showcase the destination experience, unique fishing or hunting opportunities and an inspiring story about your operation. Destination Spotlight options are branded Travel Manitoba productions that will live on the Fish Hunt MB YouTube channel. Your website will be highlighted in the video and presented as a link in the video post on the Fish Hunt MB blog and YouTube channel. Videos will also be promoted during the 2021 fish hunt marketing campaign, with additional placement in the fish hunt e-newsletter, various fish hunt website pages, related social media and participating third party channels. Package 1 Destination Spotlight Short Film (5 min): • Epic/inspire/high level production format • Raw footage and video link will be supplied to partner • Production and editing timeline: January 1 to December 31, 2020 • Promotion timeline: January 1 to December 31, 2021 Cost: $6,500 Maximum 2 opportunities Note: Requirements include hosting costs for a productions team of two to four people. Package 2 Destination Spotlight Promo Video (2 min): • Action/inspire/GoPro-DSLR format • Raw footage and video link will be supplied to partner • Production and editing timeline: January 1 to December 31, 2020 • Promotion timeline: January 1 to December 31, 2021 Cost: $3,500 Maximum 6 opportunities Note: Requirements include hosting costs for a productions team of two to four people. 2020 PARTNERSHIP OPPORTUNITIES 41
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