Deep Insights: Our Fall Winter Campaign Brings Millions in Revenue to Manitoba
The results are in and our Fall Winter marketing campaign has generated over 86 million impressions, showcasing Manitoba’s greatest cool-weather attractions from the northern lights and polar bears to cozy cabin escapes and luxurious urban stays.
This campaign, we added new partners to track views and impressions, helping us to better measure our marketing impact on bookings and leads to partners. Adding Adara and Fresh Tracks to the roster of partners like Expedia, Sojern and Air Canada, we were able to track how our $1.1 million investment generated over $3.86 million in hotel and airline bookings. That translates into 15,500 hotel bookings and 3,400 airline tickets during the fall and winter time frame (September 2024 to March 2025).
Every marketing dollar invested in this campaign brought in $3.51 in tourism spending.
Through Adara, we were able to track impressions from our Fall Winter seasonal campaign ads and their contributions to bolstering tourism in Manitoba. Our partnership with Fresh Tracks promoted northern lights and polar bear products and helped us better position Manitoba as one of the best places to catch nature’s greatest shows, while also generating $600,000 in revenue.
All told, our marketing brought over 97,000 leads to our business partners, with 1,997 co-op packages sold.
Expedia
- 1.2 million impressions
- 3,155 flight tickets
- 14,438 room nights
- $3 million revenue
Adara - 5.09 million impressions
- 86 flight bookings
- 823 room nights
- $155,785 revenue
Sojern (WestJet and United) - 31 flight bookings
- 88 room nights
- $88,452 est. revenue
Air Canada - 63 bookings
- 20.1 million impressions
- 267,000 clicks
- 2.73% click-through rate
We tried a few new things during this campaign, including:
- Branding a 26-foot truck with Big Lakes Bigger Fish, resulting in 60,000 daily impressions while travelling through North Dakota, Minnesota and Illinois The near-device IDs were tracked for retargeted ads.
- Participating in a Destination Canada initiative with Qantas Airlines to promote Churchill in the Australian market, which resulted in 7.29 million impressions and 9,826 leads.
Our campaign distributed 50,000 Northern Lures to targeted Manitoba households, showcasing amazing winter experiences. Nearly 200,000 Inspiration Guides arrived in mailboxes across Manitoba, Saskatchewan and Northwest Ontario, as well as North Dakota in early 2025. An additional 57,500 copies are also available through the Visitor Services Network, regional tourism organizations, Red River Co-op and Winnipeg public libraries.
We aired over 43,000 broadcast ads, generated 1.5 million impressions on Connected TV, ran ads on radio and Spotify as well as out of home ads at Cineplex Theatres and digital Winnipeg billboards.
Nearly 2,000 active users sent over 9,500 messages using GuideGeek, our AI travel assistant, to help plan their Manitoba adventures during the campaign period.
We also named our new 2025 Adventure Dogs, Louis and Waffles. You can read more about them here. And we again partnered with Destination Canada for the Northern Lights Campaign with Travel Yukon and Northwest Territories Tourism. Read more about the campaign’s success here.
Our focus on ensuring strong returns on our investments as well as our work to get deeper insights into our marketing analytics is benefitting the Manitoba tourism industry, no matter the season. As we continue to grow tourism in the province, the strength of our collaboration will yield even bigger results.
