Issue link: http://tourismwpg.uberflip.com/i/1150172
20 2020 Destination Marketing Plan and Partnership Opportunities Leisure travel In 2017, the leisure market represented 73 per cent of all domestic travel to Winnipeg, according to Statistics Canada travel surveys. Of all travellers to Winnipeg, 44 per cent (1.5 million) came to visit family and friends. All other leisure travel accounts for 29 per cent (1 million) of total visits. Tourism Winnipeg will continue to identify competitive advantages and unique selling propositions that enhance visitor experiences. As marketing platforms are being implemented, Tourism Winnipeg will promote seasonality, arts and culture, architecture, gaming, sports and recreation, cuisine, nightlife, shopping, neighbourhood treasures and more. Tourism Winnipeg will continue to develop niche itineraries and campaigns that specifically appeal to various groups interested in unique Winnipeg experiences. Target markets Primary Families (multigenerational, millennials, baby boomers), culture lovers, student/youth Secondary Couples (romantic getaways), women (girlcations), men (mancations), seniors Geographic markets Primary Manitoba (outside of Winnipeg), northwestern Ontario, eastern Saskatchewan, North Dakota Secondary Minnesota Tactics Tourism Winnipeg will continue to develop a strategic marketing program that complements the sales, travel media and visitor experience activities that increase visitation to Winnipeg. Enhanced programs will continually evolve to capture trends as demographics change and technology opens doors to reach new audiences. Seasonal co-op advertising campaigns A comprehensive co-operative advertising campaign will target audiences through a mix of website, digital, display, social, sponsored content and paid search opportunities. Co-op partners will be promoted on www.tourismwinnipeg.com through packages and deals to give them direct leads to potential visitors. Winter campaign Tourism Winnipeg will continue to promote "Winterpeg" as a winter destination for families and millennials. Spring break/spring campaign Tourism Winnipeg will continue to promote Winnipeg as a spring break/spring destination for families and university students. Summer campaign Tourism Winnipeg will continue to promote Winnipeg as a summer vacation destination, targeting families, arts and culture lovers and culinary enthusiasts. Holiday shop and stay campaign Tourism Winnipeg will continue to promote Winnipeg as a holiday shopping destination to families and couples. Publications Tourism Winnipeg develops quality publications to showcase Winnipeg in print and digital formats. Winnipeg Visitor's Guide The Winnipeg Visitor's Guide will position the city as a desirable four-season destination and will be recognized as the flagship publication for planning a visit to Winnipeg, featuring things to see and do. The guide is also used as a promotional piece across all markets and is distributed to hotels, visitor hot spots and visitor areas outside of Winnipeg. Tourism Winnipeg's visitor experience manager also conducts training for frontline staff to ensure familiarity with the guide's content. Winnipeg maps Maps of Winnipeg are included in the Winnipeg Visitor's Guide and printed on large tear-away pads. The maps showcase Winnipeg's accommodations, attractions, parks and shopping. They also identify Winnipeg's key neighbourhoods including downtown, the Exchange District, St. Boniface, Osborne Village, Corydon Avenue and the West End (including the airport). Tourism Winnipeg has also developed several walking area maps that include an airport district walking trail map, a Portage Avenue West walking trail map and a downtown skywalk map. Little Brown Jug