Issue link: http://tourismwpg.uberflip.com/i/715764
20 Tourism Winnipeg | 2017 Destination Marketing Plan & Partnership Opportunities Maps Maps of Winnipeg will be included in the 2018 Winnipeg Visitor Guide and printed on large tear-away pads. The maps showcase Winnipeg's accommodations, attractions, parks and shopping, as well as identifying Winnipeg's key neighbourhoods, including Downtown, the Exchange District, St. Boniface, Osborne Village, Corydon Avenue and Airport/West End. Tourism Winnipeg developed several walking trail maps that are comprised of an airport district walking trail map, Portage Avenue West walking trail map, and a downtown skywalk map. The Loop/La Boucle Brochure Launched in 2013, The Loop is a 9.5 kilometre, 3.5-hour self-guided circuit that gives walkers an opportunity to explore Winnipeg's historic, cultural, architectural and modern-day gems in downtown and St. Boniface. Fascinating facts and trivia are revealed through 50 points of interest highlighted along the route. Tours Brochure Launched in 2014, the tours brochure is a comprehensive publication featuring guided, self-guided and walking tours throughout the city. This brochure is distributed through Winnipeg's hotels and visitor centres. Factoids Brochure The Factoids brochure contains interesting trivia and fun facts about Winnipeg that will satisfy the curious traveller. It is one of Tourism Winnipeg's most popular print pieces and is updated annually. Winnipeg Lure Brochure The Winnipeg Lure brochure is a bilingual publication that provides an overview of the city showcasing Winnipeg's major attractions and attributes. INTEGRATED MARKETING COMMUNICATIONS – DIGITAL MARKETING Tourism Winnipeg will continue to increase its investment in digital marketing, including continued enhancement of its social media and content marketing strategy to increase traffic to its website, engage online users and new markets, further optimize search engine rankings, and increase conversions while building a loyal and growing fan base. Tourism Winnipeg Leisure E-newsletter Tourism Winnipeg distributes market-specific e-newsletters about what's happening in Winnipeg to more than 11,000 subscribers each month. E-newsletters keep Winnipeg top-of-mind, feature LEISURE TRAVEL The leisure market in Winnipeg represents 76% of all travel to Winnipeg. Within the market, visiting family and friends accounts for 43% (1.7 million) of all travel to Winnipeg and $245 million in tourism spending. All other leisure travel accounts for 33% (1.2 million) of visits and $218 million in tourism spending. 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 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 who are interested in unique Winnipeg experiences. Target Audience Primary Families | Multi-generational, Millennials, Baby Boomers | Seniors, Student | Youth Secondary Couples (romantic getaways), Women (girlcations), Men (mancations) TACTICS INTEGRATED MARKETING COMMUNICATIONS - PUBLICATIONS Tourism Winnipeg develops quality publications to showcase Winnipeg in print and digital formats. Winnipeg Visitor's Guide The 2018 Winnipeg Visitor 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. It is the ultimate planning tool that features things to see and do. The guide is also used as the Winnipeg promotional piece across all markets and is distributed to hotels, visitor hotspots and visitor areas outside of Winnipeg. Tourism Winnipeg's visitor service counselors also conduct training for frontline staff to ensure they are familiar with guide content. Events and Itineraries Guide The Events and Itineraries Guide will be produced twice a year to attract visitors to Winnipeg, assist in travel planning, and to encourage locals to experience Winnipeg's many festivals, sports events, concerts and special activities. These popular guides will include sample itineraries, as well as an entertaining list of "101 Things to Do in Winnipeg" created for various niche interests. The guides will also be distributed in visitor hotspots in and around Winnipeg.