When Travel Manitoba first got on Instagram, it was a slow slog; we were way behind many travel destinations in both followers and having an official destination hashtag. In 2014, we began using #exploremb to better align with #explorecanada’s successful hashtag. We then launched a campaign to encourage locals to tag their photos for a chance to get it featured in a special edition photo book. With that, the hashtag started to gain traction. By the time we went to print, we had exceeded our expectations in how popular the hashtag would become. Now, if you’re visiting the province, you know what to use to tag all your pics with. Game. Set. Match.