Brand refresh continues to receive recognition nearly two years after launch
Winnipeg, November 4, 2024 – Travel Manitoba has won another award for its brand refresh that launched almost two years ago. Canada’s Heart is Calling received a bronze Effie Award, which recognizes outstanding achievements in marketing effectiveness in Canada. Other bronze-level honourees include McDonald’s Canada, CIBC and Volkswagen Canada. The Travel Manitoba campaign was the only travel and tourism work to make it to the finals in this year’s Effie Awards.
“We’re incredibly proud that Manitoba is getting the recognition it deserves. Our province has undeniable beauty and personality, and this brand refresh really showcases it,” said Colin Ferguson, President and CEO of Travel Manitoba. “We have always known how special Manitoba is, and we’re thrilled that the rest of the world is seeing it now too.”
The Canada’s Heart is Calling campaign captures the emotions one feels when exploring Manitoba, whether it’s viewing the northern lights dancing in the sky, participating in an authentic Indigenous experience or visiting a world-class museum. In collaboration with local artists and retailers, Travel Manitoba and its marketing and public relations agency UpHouse created impactful videos, user-generated social media ads and eye-catching merchandise to launch the refreshed brand.
“Travelling isn’t about simply going to a destination — it’s about learning, adventuring or unwinding. We wanted to tap into that emotional impact people experience when they travel,” said Kiirsten May, co-owner of UpHouse. “We’re honoured to be part of such a big campaign that showcases our home province. Being a Manitoba-made company makes it all the more special, and we’re looking forward to seeing the tourism sector continue to flourish in the heart of Canada.”
In the year following the launch of the new brand, tourism spending hit $1.82 billion, surpassing pre-pandemic spending levels and positioning Travel Manitoba to achieve its target of $2.5 billion in visitor spending by 2030. In addition to the Effie Award, the Canada’s Heart is Calling campaign has won several other awards, including an Hermes Creative Award 2023 and a NYX Award. Last year the campaign was also a finalist at the World Media Awards, where it was up against travel and tourism campaigns from London, Wales and Abu Dhabi. The new This is Tourism campaign — which piggybacks off the Canada’s Heart is Calling campaign to inspire locals to see how tourism improves our quality of life — recently won gold at the Travel Weekly Magellan Awards.
“We hope Manitobans take a moment to celebrate how loved and recognized our province is and feel proud to boast about all Manitoba has to offer,” said Ferguson.
