GOLD Winners

session not set?

GOLD Winners: Public Relations

Back to Winners

The Dish--Manitoba Nuggets to Chew On as featured on a Travel Media Site

  • Agency:

    Travel Manitoba

  • Client Organization:

    Travel Manitoba

OPEN

Open

OPEN

Open

OPEN

Open

OPEN

Open

  • Objective:

    Our objective was to capture the imagination of travel and lifestyle media in a unique way that would inspire them to , publish and share news (newsletters/releases) or visit Manitoba and write about their experiences (story idea menu The Dish). The attached Url#2 is an example of one of dozens of beluga buffet stories we would receive based on media visiting.

  • Analysis:

    We are always looking for new and creative ways to showcase our iconic travel experiences, such as viewing polar bears, snorkelling with beluga whales, fly-in fishing and Winnipeg's rich cultural scene. The nineteen media newsletters and nine releases on the media centre are for travel media to peruse and publish or share in print or online. The e-newsletters are distributed to 1000 media bi-monthly and releases sent as needed. In March, 2012 a creative menu of story ideas entitled The Dish, Manitoba Nuggets to Chew On was developed as a unique story idea sheet. The piece was designed to compel media to travel to Manitoba on media trips, write about it and influence readers to book their own trips.

  • Result:

    In 2012, media centre distribution of the e-newsletter and media releases has resulted in publication and equivalent advertising value of more than $250,000, more than double that of 2011. Circulation in 2012 from the newsletter and releases alone exceeded 330 million. In 2012, 75 media projects were hosted, many as a result of media trips due to the story ideas in The Dish. To date in 2013, more than 90 media projects have or will be hosted. In 2012, equivalent advertising value from hosting media projects was almost $5 million. Circulation from hosting media trips was 259 million. In 2011, equivalent advertising value from the newsletter and releases was close to $100,000 and circulation was six million.