Issue link: http://tourismwpg.uberflip.com/i/1150172
22 2020 Destination Marketing Plan and Partnership Opportunities SEO and paid search Tourism Winnipeg will offer Google co-op advertising that will send traffic directly to a partner's profile page from www.tourismwinnipeg.com on a pay-per- click basis. When users search Google for travel terms (such as Winnipeg hotels, events, things to do, etc.), partner ads will appear through Tourism Winnipeg's website along the side bar or be in the yellow highlighted box. This provides a targeted approach and greater reach, generating more traffic and leads, while it takes advantage of Tourism Winnipeg's search engine optimizations. Google destination partnership Tourism Winnipeg will continue to participate in Google's Destination Partnership Program, which provides unique access to content population through Google Maps, Google Guides and Google Destinations, as well as an exclusive spot on the Winnipeg search homepage for Google Posts. Tourism Winnipeg will also populate and promote key content through Google Maps, Guides and Posts to increase engagement and brand awareness. Only in The Peg guide Only in The Peg is a blog that profiles things to see and do in Winnipeg. It offers a fresh and fun look at the city's attractions and activities. The blog will continue to offer featured posts on things to do, new developments, holidays and trending content to its growing fan base of 5,000 monthly visits. Tourism Winnipeg will offer sponsored content opportunities to partners for additional brand exposure. Peg City Grub guide Peg City Grub is the premier source for the best places to eat and experience food in Winnipeg. Growth of the blog continues to be strong, averaging 10,000 monthly visitors. The blog will continue to strengthen its media and community relationships to garner exposure through third-party articles, culinary events and networking opportunities. Tourism Winnipeg will offer sponsored content opportunities to partners for additional brand exposure. Video Tourism Winnipeg will continue to create organic video content that will be promoted through its website and various social media channels. These short videos will highlight a variety of experiences that support the organization's advertising campaigns and current events. Key pillars in the destination attraction strategy will include a flagship leisure video, seasonal videos and niche market videos that showcase Winnipeg as a family, culinary and arts destination. Social media Tourism Winnipeg continues to invest human and financial capital in monitoring, developing and growing its social media presence through innovative campaigns, new technology platforms, eye-catching photography, keyword searches and monitoring. Tourism Winnipeg will continue to increase its audiences on Facebook, Twitter, Instagram and YouTube while it explores other trends such as Augmented Reality and Artificial Intelligence. Live video Live video is one of the most powerful social media tools available. Tourism Winnipeg will continue to broadcast live video through Facebook during key events including sneak previews, new announcements, grand openings, behind-the- scenes experiences and other major occasions. Facebook Tourism Winnipeg will continue to increase engagement and followers on Facebook through the use of advertising, enhanced visual content, contesting, interactive posts and boosted posts. Tourism Winnipeg's Facebook page has more than 85,000 highly engaged fans and continues to build momentum. Twitter Tourism Winnipeg will continue to grow its Twitter account of 33,500 followers through active listening, quick response times, curating and sharing content and broadcasting the latest news @tourismWPG. Tourism Winnipeg will also develop and monitor key hashtags to increase its reach. Instagram Tourism Winnipeg will continue to develop and grow engagement on its Instagram account of 42,000 followers by curating the best images of the city through partnerships with local photographers. Instagram tours are also highly successful in generating content through third-party accounts to promote and build awareness of the Winnipeg brand. YouTube Tourism Winnipeg has developed a strong video strategy resulting in consistent traffic to its YouTube channel. Tourism Winnipeg will continue to invest in high-quality, large- scale lure videos, as well as in shorter, more guerrilla-style videos to be posted throughout the year. GIPHY Tourism Winnipeg will continue to develop short animated GIFs to be used throughout its various platforms and housed on GIPHY. These images will help provide timely, fun content to promote the Winnipeg brand, while they create additional content for other channels. Tyler Walsh