Marketing Over $2500
Winnipeg Tourism Marketing Campaign (over $2500) Award of Distinction
Presented to a tourism individual, organization, business or marketing consortium in recognition of a creative and innovative marketing campaign.
Award Winner - Assiniboine Park Conservancy
Assiniboine Park Conservancy - Dinosaurs Alive!®
Assiniboine Park Zoo’s marketing campaign in summer 2016 showcased Dinosaurs Alive!®. The multifaceted campaign featured life-sized dinosaurs alongside kids, with such headlines as “Let’s Meet for Lunch” and “Don’t Feed the Triceratops.” Corresponding television and radio ads teased audiences with plays on the word “RUN.” Approximately 335,000 people experienced the exhibit from May to September, an 18 per cent increase over 2015; the zoo’s membership program grew 36 per cent; and the zoo’s Instagram account spiked 25 per cent.
Winnipeg Folk Festival
The Winnipeg Folk Festival’s 2016 campaign employed traditional outdoor, radio, online, social media and print advertising throughout the province, and online and print campaigns internationally. But the most exciting marketing development was the all-new virtual reality (VR) component. It was an immersive experience that improved people’s perceptions of the Folk Festival. The associated video was viewed over 45,000 times on Facebook and YouTube. Impressive year-over-year results were achieved in 2016: there was a 16 per cent increase in day-ticket sales on the Friday of the festival and a 21 per cent increase on the Saturday.
Exchange District BIZ
In 2016, the Exchange District BIZ focused its efforts on digital content marketing. Several elements were integrated into the campaign: a new website was launched, professional photos were taken, a series of videos were filmed showcasing the five main areas of The Exchange, and a social media strategy was executed. The results achieved in 2016 were impressive: Instagram followers jumped from 357 to 3,380, and Facebook likes went from 450 to 1,859; the two videos recorded 31,600 views; and website stats revealed a 71.3 per cent increase in new sessions.