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July 24, 2006

Tourism Slogans: Manitoba Heart of the Prairies

Manitoba's Spirited Energy logoFinally, a slogan for Manitoba that makes sense and you can also like.

In an , I noted that Tom Brodbeck of the Winnipeg Sun invited Manitobans to submit alternatives to the Spirited Energy slogan, that by most accounts, to put it mildly, has been very disappointing.

The staff of the Winnipeg Sun Heart of the Prairies as the best slogan to replace Spirited Energy. "This slogan was submitted by George Smith, 72 - born and raised in Manitoba - who owns a trucking company in Winnipeg."

If you apply Al Ries' principle of reverse strategy, that is, can you say that about any other Canadian province, for instance, "Ontario is not the heart of the prairies?"

Yes, you can. Therefore, the Manitoba Heart of the Prairies slogan in unique and ownable for Manitoba. Whether or not that motivates tourism or community spirit is another matter. However, in my view, it's much warmer and aspirational than Spirited Energy.

For the record, here are the top 5 Manitoba slogan alternatives to Spirited Energy, as judged by the Winnipeg Sun staff:

  • Heart Of The Prairies
  • Explore It All
  • Jewel Of The North
  • Where the Adventure Begins
  • Prairie Proud

I've been most bothered by the Spirited Energy tourism slogan versus many others that I've blogged about. The main reason for the point of view is the of trying to serve multiple target markets with one slogan, and the sheer cost of developing the slogan.

Here is a complete list of all of my blog posts on the Spirited Energy slogan:

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Posted by William Lozito at July 24, 2006 8:31 AM
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2 Comments

If you apply Al Ries' principle of reverse strategy, that is, can you say that about any other Canadian province, for instance, "Ontario is not the heart of the prairies?"
Yes, you can. Therefore, the Manitoba Heart of the Prairies slogan in unique and ownable for Manitoba.

It's true that you can't say that Ontario, Quebec, PEI or Nova Scotia is the heart of the prairies, but you probably could say it about other places, such as Saskatchewan ("Land of Living Skies"). So doesn't that mean that the slogan is not unique?

I live in Columbia, MO and I would like to here your opinion of our city's tagline.

Columbia, MO
The smart, innovative, artsy, eclectic, clever, savvy, vibrant, too-dynamic-to-fit-into-a-short-tagline city.

http://www.visitcolumbiamo.com/

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