Between co-hosting an international conference, building relationships with travel writers and travel industry at networking events and welcoming more than 200 journalists to our fair province, 2014 was a hugely successful year for the media relations team.
Reaching a potential audience of almost 600 million people from around the world, more than 450 print features, online mentions and broadcasts on Manitoba travel experiences resulted in an advertising equivalency value of almost $13 million. Some of the high-profile media outlets include The Guardian (UK), The Daily Mail (UK), Lonely Planet, The New York Times, USA Today, TSN, The Globe & Mail, The National Post, San Francisco Chronicle, The Detroit News, Maclean's Magazine, North American Hunter, North American Fisherman and Fly Fisherman.
With help from industry partners, 107 travel writers from 11 countries made the journey to Manitoba to gain insider knowledge of Manitoba's top travel experiences. As a direct result of these media trips, hundreds of persuasive stories, and thousands of compelling images, posts, and tweets have increased awareness of Manitoba to millions of potential visitors.
In August, we co-hosted GoMedia Marketplace with 280 delegates including 110 travel media from around the world, 150 Canadian tourism communications partners, and 20 CTC staff. Numerous comments were received from delegates: "best GoMedia ever," "absolutely seamless, entertaining, inspiring, relevant and effective GoMedia!" "Media and industry were raving about the experiences, the discoveries, and the warmth and hospitality of all the people." The conference spurred global publicity - as of December 31, more than 60 news items focusing on Manitoba were published or broadcast - with many North American and global results still to be published through 2015.
Also in August, the media relations team helped Winnipeg become the star of the small screen when the popular CTV show, The Amazing Race Canada, based on input from Tourism Winnipeg and Travel Manitoba, sent the racers on hockey, perogy and rock music challenges around the city. Winnipeg was the second most tweeted Canadian city throughout the series with 1,311 mentions, and reached a potential audience of more than 6 million people.
Here are just a few examples of top outlet coverage received in 2014:
The Guardian feature "Canadian Museum for Human Rights opens to public in Winnipeg" by Gareth Davis.
The New York Times feature "In Winnipeg: A Skating Rink that Doubles as a Sculpture Park" by Elaine Glusac
BBC's Travel Show feature "Polar Bear Safari" by Brandy Yanchyk
Mercedes Benz Magazine feature "Unfrozen in Time" by Karen Burshtein
up here feature "How to run a Northern lodge" by Margo Pfeiff
San Diego Union Tribune feature "Polar bear excursion gives tourists thrills, chills" by Norma Meyer