Marketing Campaign of the Year

The Canadian Museum for Human Rights opened Beyond the Beat: Music of Resistance and Change in February 2024, exploring the history-making artists and musical moments at the front of fights for social justice and equal rights. From memorable moments, iconic concerts, legendary instruments and remarkable stage outfits (like Elton John’s suit!) visitors were invited to dive into the stories behind pivotal moments.

The marketing campaign drew from the link between music concerts and protests, which can both bring people together over a shared value or common cause. Over the course of Beyond the Beat’s run from February to September 2024, nearly 70,000 people visited the exhibition. An accompanying concert series saw more than 3,500 tickets sold, which included access to the exhibition for concertgoers.

The marketing campaign generated more than 17.5 million impressions, with a conversion rate four per cent higher than the museum’s busiest time of the year. Beyond the Beat also partnered with Winnipeg Folk Festival as a stage presenter of Big Bluestem–reaching the Festival’s 76,500 attendees.

Beyond the Beat struck a chord with audiences and the marketing campaign produced excellent coverage and outstanding visitation to the world’s only museum dedicated to human rights.

Manitoba’s slate of renowned festivals include the Icelandic Festival of Manitoba, one of the longest-running cultural events in the province. Each year since 1924, a woman who has shown exemplary service to the community is selected as the Fjallkona, a maid of the mountain, or representative of the feminine spirit of Iceland at the festival. Ceremony, cultural dress and a throne all play a part in the elaborate tradition.

The theme, ”Celebrating a Century of the Fjallkona / Fögnum Heilli Öld Af Fjallkonunni,” was announced at the Icelandic Festival annual general meeting in February of 2024. Promoted through its website, social media, newsletter and local media, the Icelandic Festival of Manitoba created a tribute video, speciality merchandise, posters and a printed program. Collaborating with the festival, the New Iceland Heritage Museum designed and created an exhibit celebrating the Fjallkona; Annríki, a heritage group from Iceland, donated their support to restore the current Fjallkona costume. The festival also announced a special commemorative publication that will be completed in 2025.

The stunning imagery features a modern adaptation of a 19th-century painting. Reimagined using a monoline illustration, the design is inspired by the past, living in the present and positioned to look towards the future. The Icelandic Festival of Manitoba proudly embraced this milestone event with thousands of visitors at their annual festival and continues to honor the remarkable women in its community.

The Jeudis Franco Thursdays marketing campaign, spearheaded by Tourisme Riel and Economic Development Council for Manitoba Bilingual Municipalities (CDEM), successfully transformed Thursdays in St. Boniface into a vibrant cultural and tourism experience. The initiative featured 80 events with 33 partners, including live music, film screenings, guided tours and summer markets. The campaign attracted over 20,000 visitors and generated more than $160,000 in direct economic impact, showcasing its effectiveness in driving Francophone tourism and supporting local businesses.

Jeudi Franco Thursdays aimed to enhance the appeal of the French Quarter by increasing foot traffic and engagement through diverse cultural offerings. Targeting both French-speaking and non-French-speaking audiences, its marketing strategy aligned with visitor insights from Destination Canada to position St. Boniface as a premier cultural destination.

Execution blended traditional and digital marketing, including a new website, social media promotions and city-wide print materials. A strong visual identity created by designer Kenzie Clarke reinforced the campaign’s dynamic and inclusive spirit.

Jeudis Franco Thursday’s results exceeded expectations, with strong sales for local businesses and expanded interest in cultural tourism in Manitoba.

Sub Zero Ice Cream successfully positioned the small, family-run shop as a must-visit destination through strategic social media engagement, creative seasonal offerings and community collaborations. The marketing campaign led to a 40 per cent revenue increase compared to the year before.

The campaign’s primary goal was to grow brand awareness, increase customer engagement, and drive both online and in-store traffic.

Focused on authentic storytelling, behind-the-scenes content and influencer collaborations with Travel Manitoba and local food personalities, the interactive campaign used Instagram polls, user-generated content and surprise influencer visits to strengthen community ties.

The campaign’s success extended beyond social media, attracting tourists from outside Winnipeg and solidifying Sub Zero Ice Cream’s reputation as a joyful, welcoming space.