After the success of our first #exploremb campaign, we decided to do another. I figured this time we could send out weekly photo challenges to our followers (e.g., best lake life moments, best wildlife shots, etc). For 12 weeks, we encouraged our followers to share their moments with us and featured each finalist in weekly blog posts.
At the end of the summer, the three best photographers won a VIA Rail trip to Churchill to take the following summer. That winning trip, sponsored by VIA Rail and Travel Manitoba, was different than most as the winners would be travelling together on a “digital influencer” style trip. This campaign ended up working for two summers. First summer we created more brand ambassadors on Instagram and curated amazing photos and stories to share. Second summer, a few of Manitoba’s best photographers shared their travels to Churchill with their followers in the hopes of enticing more locals to visit Churchill in summer.