2023 Travel Manitoba Francophone Marketing Plan
Francophone Tourism
Manitoba offers visitors unique historical and contemporary Francophone experiences, setting it apart from other destinations. Among these experiences are distinctive ways to experience Métis culture and heritage. These assets form an important strategic advantage, as identified in the Manitoba Francophone Tourism Strategy, and are defined as essential to solidify Manitoba’s distinctive market positioning, target audiences and tactics.
Francophone Tourism
TARGET MARKETS
Primary
• Cultural Explorers
• Authentic Experiencers
Secondary
• Free Spirits
GEOGRAPHIC MARKETS
Primary
• Manitoba
• Québec
Francophone Tourism Initiatives
INDUSTRY COLLABORATION
Travel Manitoba will continue to collaborate with CDEM and Tourisme Riel with an integrated marketing approach and ongoing meetings.
Francophone Tourism Initiatives
PUBLICATIONS
Inspiration Guide
• Travel Manitoba’s annual inspiration guide features a dedicated section on francophone experiences. A fully translated version is also available online in e-magazine format, and a limited print edition.
Francophone Tourism Initiatives
DIGITAL MARKETING Website
• Travel Manitoba’s website is fully translated along with publications, corporate reports and strategy documents.
Manitoba Explorer App
• Launched in fall 2022, the Manitoba Explorer app features a bilingual interface and already has over 5,500 subscribers to the app.
Francophone Tourism Initiatives
DIGITAL MARKETING
Blog
• Travel Manitoba translates key blog posts into French, as well as one dedicated Francophone blog post each month.
Social Media
• Travel Manitoba posts French posts weekly to its audiences. One post per month is boosted to increase reach.
Francophone Tourism Initiatives
ADVERTISING CAMPAIGNS
Spring/Summer & Fall/Winter
Campaigns
• Travel Manitoba includes key francophone media in each of its seasonal campaigns including print, radio, display and social media.
Canada’s Heart is Calling
• The recently refreshed Manitoba brand features bilingual commercial spots and brand assets.
Francophone Tourism Initiatives
TRAVEL TRADE
Sales & Marketing Activities
• Travel Manitoba continues to participate in key marketplaces such as Bienvenue Quebec and Rendezvous Canada to meet with Francophone tour operators.
Target markets include Canada, United States, Germany, United Kingdom, and Australia.
Francophone Tourism Initiatives
TRAVEL MEDIA AND INFLUENCER RELATIONS
Travel Manitoba’s travel media and influencer relations activities include prospecting, in-person meetings, relationship building, familiarization (FAM) tours, and GSA sales and media efforts. Travel Manitoba will continue to include key francophone attractions, businesses, characters and events in the itineraries of visiting travel media & influencers who are writing about the province.
Francophone content creators
• Travel Manitoba will continue to collaborate with Francophone content creators to feature Manitoba to bilingual audiences.
