Building upon the success of the past two years, Travel Manitoba has partnered with Destination Canada and Tourism Saskatchewan to launch another year of the Prairie Angling Program, dedicated to helping the fishing industry recover by regaining visitors from key U.S. markets in Minnesota, Illinois, Wisconsin, Michigan, North Dakota, Florida and Texas, focusing on the upcoming fly-in fishing season.

Travel Manitoba’s campaign is scheduled in three flights, one each focused on fly-in fishing, drive-to fishing and ice fishing. The fly-in fishing flight officially launched this month with the drive-to fishing flight scheduled for June and ice-fishing for October.

This year’s creative uses the phrase “Catch of a Lifetime” to inspire U.S. anglers to see Manitoba as a premiere destination for one-of-a-kind angling experiences. Campaign tactics include digital out-of-home (OOH) billboards, Facebook and Instagram ads, high impact display ad units featuring interactive Hunt Fish content, connected TV, radio, search ads and strategic content partnerships with Outdoor Sportsman Group, Fishing the Wild West, Jason Mitchell Outdoors, The New Fly Fisher, and Angling Edge TV and Angling Buzz Online.

“With over 100,000 lakes and waterways, Manitoba is home to some of the most remarkable wilderness in North America,” said Keevin Erickson, Fish Hunt Marketing Consultant for Travel Manitoba. “We want U.S. anglers to know that if they’re looking for that big fish experience, they can find it in Manitoba.”

Last year’s campaign garnered significant impressions and recovered more than 80 per cent of Manitoba’s pre-pandemic angling licence sales. Learn more here.