Travel Manitoba is a provincial Crown Corporation that leads and stimulates sustainable tourism growth in Manitoba’s $1.8 billion tourism industry.
The challenge
When travel resumed after the pandemic, Manitoba faced competition from bucket-list destinations around the world to draw in visitors. With such high-profile competition, it was important to stand out and connect audiences to Manitoba. And what better way to connect viewers than through video.
The solution
The Canada's Heart is Calling campaign was developed to convey a fundamental truth: we all need travel, regardless of who we are.
We brought this message to life through a series of videos, from the brand story, to partner videos, to commercial broadcast spots and user-generated social media videos. Each connected with the message; “Whatever your heart needs, Canada’s Heart is Calling”. Along with these videos, we created an animated assets package to set the brand up for continued success with future video work.
We traveled across the province filming some of Manitoba’s best locations. And to ensure we left no Manitoba experience behind, we leaned on the vast archives of Travel Manitoba to fill out the campaign. For music, we worked closely with local artists to track down and license the perfect songs to match each spot.
The results
The videos we produced ended up being a part of an inclusive campaign that not only resonated with locals but travelers from around the world. It inspired thousands to select Manitoba as their vacation destination.
We cherished the opportunity to bring our home province’s refreshed travel brand to life through video. From capturing emotion-driven moments at locations across the province, to filming interviews handheld, we feel we’ve created compelling, authentic content that represents the best our province has to offer.
Trevor Hnatowich, Producer
