Expedia campaign
7,800
hotel room nights
1,300
airline tickets
1.2 M
gross value of bookings
11 videos produced
over 11 weeks
Summer Saved website
302,478
website visits from Jun–Aug
+27% from last year
12 social media influencers highlighting hotels,
culinary, attractions and outdoor activities
+80% increase in social media
engagement year over year
Summmer vacation looked a little different in 2020 for
Winnipeggers and Manitobans who had to rethink their travel
plans outside of the province. As restrictions began to loosen
at the end of April 2020, the Province of Manitoba's plan
for reopening meant many restaurants and businesses could
welcome back customers while observing distancing and health
protocols. Only visitors from provinces to the West of Manitoba
and East up to Thunder Bay were able to visit the city. Concerts
and other large gatherings were shuttered. At EDW, we knew
that we could still play a large role in promoting the businesses
that had reopened and build confidence among visitors and
locals that they could save their summer, safely right here in
Winnipeg.
EDW and TW came up with a marketing plan and campaign
to promote great staycation ideas to encourage people to
support local while rediscovering great hotels, attractions and
businesses right in their own backyard.
Our multi platform marketing and communications campaign
included a microsite (summersavedwpg.com) with hundreds of
ideas and itinerary suggestions, a #summersavedwpg contest on
social media with mini campaigns featuring 12 local influencers,
an Expedia travel campaign, video segments that explored
different spots around the city, as well as media pitches to
promote how people could save their summer in Winnipeg—the
heart of Manitoba.
Various local media outlets covered this story including CTV
Winnipeg, Global Winnipeg,
Winnipeg Free Press, Virgin Radio
and CJOB radio with an earned media value of $501,308.52.
We also sponsored staycation advertorials that ran in the
Winnipeg Free Press and local papers throughout Manitoba.
Marketing spotlight
Summer Saved Winnipeg
12,800
hours watched
4.5 M
views
35
2020
Annual
Report
