2023

NYX Awards - 2023 Gold Winner Winner

Travel Manitoba Inspiration Guide

Entrant Company

Travel Manitoba

Category

Publications - Magazine

Client's Name

Country / Region

Canada

Experience Level

Internal

Prior to the pandemic, Travel Manitoba produced an annual print publication called the Travel Manitoba Inspiration Guide featuring high-quality content to inspire travel to and within Manitoba. Travel Manitoba leveraged this publication to generate significant revenue through advertising and feature opportunities for partners.

During the pandemic, Travel Manitoba focused on encouraging local tourism through campaigns like “Home is Where the Heart is” and developed two local-focused guides highlighting Road Trips and Winter Experiences. Moving to a post-pandemic mindset, Travel Manitoba is reviving the Inspiration Guide and distributing this print piece beyond its borders.

Our goal was to produce a high-level guide featuring year-round, inspirational travel content to attract visitors to Manitoba and inspire Manitobans to explore and take pride in their province. This piece also serves as a key opportunity for our tourism partners to feature their own content alongside Travel Manitoba’s high quality trip content. With the launch of the guide aligned with the launch of our new brand, we used this print piece to deliver our new brand narrative as well as lift our digital content through use of QR Codes and links to webpages, blogs, videos, and the new Manitoba Explorer App.

To ensure the guide still felt like Manitoba and represented Manitobans, we reached out to local content creators to share their favourite places. These “local favs” are woven in throughout the guide highlighting a unique travel spot in each section. Throughout the guide are also “new to” tips that introduce readers to activities they may not have considered: ice fishing, cross-country skiing, hiking in provincial parks, etc. Lastly, we tied in the launch of our new Manitoba Explorer App with “Manitoba Explorer” tips featured in every section of the guide. These tips highlight places in the app to further inspire users.

Travel Manitoba printed 250,000 copies of the 2023 Inspiration Guide and distributed 170,000 through household mailing. The remainder are being shared through our Visitor Information Centres, mailing requests and at key events like the World Police & Fire Games being hosted in Winnipeg this summer.

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Category

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Category

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