When you think of destination marketing in Canada, high‑profile spots like Banff and Toronto tend to dominate the conversation. After a four‑day visit to Winnipeg, I left with a refreshed perspective on how smaller destinations can market themselves authentically and with clever strategy.

Landing in Winnipeg felt different. The airport signage, welcome messages and local visuals leaned into identity rather than generic urban branding. From that initial touchpoint through to visits to the Canadian Museum for Human Rights, the Botanical Gardens, and The Forks, the sense of place was consistent and intentional.

Campaigns That Show Off Local DNA

One standout example: the “Canada’s Middle Child” campaign from Tourism Winnipeg. The campaign leaned into Winnipeg’s positioning as “the middle child” of Canadian cities—playful, authentic and grounded. The campaign description states that the tagline was chosen after research into the personality traits of middle children, such as flexibility and authenticity. 

Another example: the “Winnipeg+” business events campaign. This campaign created faux streaming‑service trailers featuring local venues like the RBC Convention Centre and the Fort Garry Hotel, using humour and self‑aware storytelling to target event planners. The campaign garnered international recognition despite a lean budget. 

These are worth noting because they show how destination marketing in Canada can succeed not by scaling louder but by leaning in on identity and narrative.

What I Noticed as a Behavioural Pattern

During my visit, I saw three recurring elements:

1. Local First, Visitor Second
   The Canadian Museum for Human Rights stood out as a space that felt equally relevant to residents as to tourists. It was informative, immersive, and unafraid to address complex topics in a way that sparked local dialogue as much as national reflection. The museum is Canada’s first national museum to be located outside Ottawa, making it a landmark not only in its subject matter but also in its placement. That choice matters. By rooting a federal institution in Winnipeg, the museum affirms the city’s voice in the national story. It also avoids the “fly-in-fly-out” feel of some major attractions. Instead, it cultivates authenticity, welcoming visitors into a conversation already happening among locals.

    

2. Visual Language That Knows Where It Is
   The visuals in print, digital and out‑of‑home marketing did not flatten the city. They showcased snow, prairie light, historic architecture and colourful community activity. That visual specificity is exactly what destination marketing in Canada needs to stand out. Many of the materials also catered to blue-collar workers and the agricultural industry, which are integral to the province’s history and economy.

    

3. Narrative over Feature Lists
   Rather than just saying “we have a museum, spa, market”, the messaging told a story about the place. The marketing for the “Canada’s Middle Child” campaign explicitly highlighted traits such as honesty and resilience. That narrative gave me a reason to care, rather than just a reason to visit.

    

Lessons for Other Provinces

For tourism marketers in Alberta, British Columbia or elsewhere, take note: significant landscapes attract big budgets, but smaller places win on identity. Winnipeg’s marketing didn’t try to imitate the mountains of the west. Instead, it focused on what it was: a cultural hub with a rich, vast history, a prairie heart, and a welcoming skyline.

If you are drafting your destination marketing strategy in Canada, here are questions worth asking: What story are you uniquely positioned to tell? Are your visuals rooted in your place or generic for your category? Are you creating experiences that matter to locals and visitors?

At Carmella, we help tourism and destination brands answer those questions with strategic clarity, creative force and measurable results. If your team is ready to sharpen your story, amplify your place and build campaigns with purpose, reach out today to see how Carmella can help.