Travel Manitoba wants to get to the “heart” of what travelling throughout the province means.
The tourism organization launched a refreshed branding campaign Monday morning — an update on the “Canada’s Heart …Beats” slogan first introduced back in 2014.
The new-and-improved tagline, “Canada’s Heart is Calling”, is intended to represent the feeling travellers have when they see or do something amazing while on holiday, Travel Manitoba says.
“The Canada’s Heart… Beats brand changed the way people viewed Manitoba as a travel destination,” said the Crown corporation’s president and CEO, Colin Ferguson.
“We wanted to tell the next chapter of that story. We know that travellers are seeking unique experiences that they can share with their friends and family. Manitoba is full of those experiences.”
The campaign, which includes TV commercials featuring music by local artists including Yes We Mystic and Ila Barker, was created by local advertising agency UpHouse.
Ferguson said the refreshed branding will impact an industry that struggled at the height of COVID-19.
“The tourism industry was put to the test during the pandemic, but its resilience will pay dividends,” he said.
“The industry in Manitoba has adapted to meet changing visitor expectations, and they’ve created new and unique world class experiences that will draw visitors and that will live up to our brand promise.”
The launch of the new brand took place at the RBC Convention Centre as part of the 2023 Arts and Culture Tourism Summit.