Canada’s Heart is Calling Turns Two!
This week our award-winning brand turned two-years-old, marking 24 months of record-breaking tourism growth and unforgettable moments! From northern lights and polar bear safaris in Churchill to Manitoba’s flourishing culinary scene and world-class urban attractions, our refreshed brand, Canada’s Heart is Calling continues to inspire local, national and international travel to and within Manitoba.
“Our brand answers the call of the heart, speaking to visitors from all over the world to see what makes Manitoba unique while also reinvigorating how Manitobans feel about their province,” said Colin Ferguson, President and CEO of Travel Manitoba, noting the evolved brand focuses on the way travel creates transformational experiences that connect to our emotions, creating long lasting memories. Visiting a place or taking part in an activity—whether new or familiar—can shape the way we see ourselves, each other and the world.
This emotional connection has translated into tangible results. Visitor spending hit a record-breaking $1.82 billion in 2023 and visitation numbers exceeded 10 million visitors for the first time since 2019, demonstrating how Canada’s Heart is Calling has resonated with both Manitobans and domestic and international visitors alike.
Travel Manitoba’s marketing campaigns continue to be successful, said Cody Chomiak, Vice-President, Marketing, with millions generated in gross travel bookings. “Our collaborations with travel brands around the globe like Expedia, Lonely Planet, Air Canada, Matador and many others prove the power of Manitoba’s destination brand, especially when paired with strategic digital advertising that reaches visitors where they are at and highlights our unique experiences in the province.”
“Travel Manitoba’s campaign hit it out of the park,” said Jon Schmiemman, Business Development Manager for Expedia. “The campaign outperformed national averages with twice, sometimes three times, the number of room nights booked. These are great results.”
Activating the brand in key markets was also a priority for 2024, said Chomiak, noting this work takes many shapes including partnerships with local makers, content creators, social media influencers and brands in those target markets.
Last summer, Travel Manitoba worked with the Winnipeg Goldeyes to add a splash of Manitoba through a large-scale print piece wrapped around the team bus.
“Collaborating with the Winnipeg Goldeyes not only brought Manitoba’s fishing experiences to life with the bus wrap but also created an eye-catching moving billboard while the team travelled throughout key markets in the U.S,” he said, adding that these initiatives show how tourism marketing can celebrate Manitoba while inspiring visitors to explore our province.
A second brand activation was unveiled in July through a strategic partnership with the Winnipeg Airports Authority and Tourism Winnipeg to install a new jet bridge mural.
“First impressions matter,” Chomiak said. “When travellers come off the plane, they’re immediately immersed in Manitoba’s story—from the stunning northern lights to the excitement of Winnipeg’s vibrant cultural scene. It’s an invitation to explore and connect with our province.”
Since the brand launched two years ago, Canada’s Heart is Calling has received over 13 awards from local, national and international organizations, including as a finalist in the World Media Awards alongside tourism giants Abu Dhabi, London and Wales.
“It’s always rewarding to see our campaigns recognized on a global stage,” Ferguson remarked. “Being named a finalist at the World Media Awards demonstrates the creativity and innovation behind our marketing efforts. It’s proof that Manitoba can compete with the world’s best.”
Canada’s Heart is Calling has set a high benchmark for tourism marketing and the numbers prove it: record-breaking visitation, unprecedented engagement and award-winning campaigns. Our vision for 2025 is to continue this trajectory. Keep reading our blogs and follow us on social media for updates on Travel Manitoba activities throughout the year.
