This summer, Tourism Winnipeg aims to encourage Canadians to pay attention to Canada’s middle child – Winnipeg, Manitoba.
That’s the strategy behind this new campaign by Winnipeg’s official destination marketing and management organization, which launches in advance of summer vacation season.
After extensive research comparing the character traits of middle children with Winnipeg’s value proposition, reviewing the literature and observing a middling number of brands that portray the region, it’s clear – we have middle child syndrome.
So, why not own it? A recent study by Brock University and the University of Calgary indicates that middle children are “more agreeable,” “honest” and “more co-operative.” And, well, just look at our middle location!
Our extensive research on the Characteristics of Middle Children also shows us that Winnipeg is pretty much the poster child.
- Feelings of alienation: – It can be a bit lonely out here on the prairies with the next major city (Regina) 572 km away.
- Competitive: Go Jets Go! Will they go all the way this year? And let’s not forget we’re hosting the Canadian Elite Basketball League (CEBL) championships August 22-24 (Go Sea Bears!) and the 112th Grey Cup on November 16 (Go Bombers!).
- High sense of independence: – Check! Just look at our arts and culture scene.
- Low self-esteem: – Maybe… while we’re not afraid of a little self-deprecation, that doesn’t mean Calgarians have the right to slag us! (Note: our other top new slogan choice was “Winnipeg, we’re on the way… so please stop here!” – an “All roads lead to Rome” reference that also shows we’re ‘innovative’ – another middle child trait, see below)
- Flexible: – Our weather swings 60 degrees Celsius between summer and winter. And, no matter what that thermometer reads, we'll have an unforgettable outdoor experience waiting for you.
- Easy going: – You ever hear anybody say, “Oh Winnipeg, so that’s why you’re so uppity!”? Never!
- Innovative: – Look at our history of innovations, that run from the cell phone to Bugs Bunny, Fat Boys and the Pizza Pop. And look at us now, with so many innovations happening in industries like advanced manufacturing, agribusiness, tech, aerospace, and film, animation and gaming.
In the coming weeks, residents of other Canadian cities like Thunder Bay, Regina, Calgary and Edmonton will start to see a multi-channel marketing campaign that will convince them to take a road trip to Winnipeg, or at least make our central city a stop on their cross-country trip! (Starting on July 1, Western Canada’s most-famous intersection, Portage and Main, will be open to pedestrians for the first time in 46 years and the Trans-Canada Highway literally goes right through it!)
“Are we taking a bit of a risk with this campaign? You bet we are. But that’s what youngest children like me and the others on the team do,” says Tyler Walsh, Director of Marketing for Tourism Winnipeg. “But the oldest children on our team ensured we took an organized and responsible approach to this initiative, so it balanced out quite nicely.”*
The Canada’s Middle Child campaign launches in select Canadian markets on May 1.
*Note that no one on Tourism Winnipeg’s marketing team is a middle child but our detail-oriented oldest children ensured all research was thoroughly verified while the slogan is by a self-assured younger child.
