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Brandon Sun - PRINT EDITION

Hopping aboard the rebrand-wagon

Another year, another insipid slogan.

Travel Manitoba unveiled its newest attempt to brand Manitoba this week, with a splashy campaign under the banner of “Manitoba: Canada’s Heart Beats.”

“This new branding perfectly captures the excitement of our cultural features and in the incredible range of our outstanding natural attractions,” said Tourism Minister Ron Lemieux.

We beg your pardon, Mr. Lemieux, but even that statement sounds bored.

Coming on the heels of such gems as “It’s Manitoba Time” and “Spirited Energy,” we were really hoping for something a little bit more, well, spirited, this time around.

Leaving aside the trite and overdone reliance on the heart as metaphor (Winnipeg is currently still struggling along as Heart of the Continent), beating is, quite literally, the literal thing that a heart does. Where’s the metaphor? Where’s the emotional resonance of the heart as the vessel for hopes, for dreams, for wants and desires?

Frankly, it’s as evocative as Canada’s skin perspiring.

Perspiration —famously, the 99 per cent hard work that is the requirement for success — seems to be in short supply with this campaign. But it could have used even one per cent inspiration.

We don’t think it’s easy to come up with a great slogan, one that would capture everything Manitoban.

In fact, we think it would be hard. Manitoba is a great province, with plenty going for it. But it’s extremely diverse.

We’re not a one-note province and we deserve more than a one-note brand.

So sure, it might be hard.

Aren’t we worth it?

Republished from the Brandon Sun print edition December 14, 2013

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Well, "Heartbeat of America" sold a lot of crummy vehicles for Chevy throughout the '90's, even across Canada. Maybe we should slap a neon pink GM bowtie emblem across the provincial flag and call it good.

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Another year, another insipid slogan.

Travel Manitoba unveiled its newest attempt to brand Manitoba this week, with a splashy campaign under the banner of “Manitoba: Canada’s Heart Beats.”

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Another year, another insipid slogan.

Travel Manitoba unveiled its newest attempt to brand Manitoba this week, with a splashy campaign under the banner of “Manitoba: Canada’s Heart Beats.”

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