It was announced today that
Destination Winnipeg - the organization responsible for economic development in Winnipeg - is targeting skilled labourers in the cities of Southern Ontario hardest hit by the economic downturn.
Says President Stu Duncan, "This is an awareness campaign, of raising awareness of Winnipeg and the opportunities here, to cities where people don't know much about Winnipeg." The campaign will focus on the strengths of our economy and affordable cost of living. The idea is to spin Winnipeg as "a cool place to relocate," and they attempt this through their website
incrediblycool.ca. The site was launched in late December of last year, as a cost-efficient approach to marketing Winnipeg.
My question... does this website really portray us as cool or cheap?
Because I care so much about this city, and believe so much in the opportunity we have as a city and a province, I've spoken with a lot of business people in Winnipeg and many friends and family about their thoughts on the website. The first reaction is that most haven't heard of it; the second is their dislike of the design. One person I spoke with even suggested that the company that designed the incrediblycool website simply used the template from their own website to build it. I have my own opinion of the design, but I'm more interested in the opinion of others.
The idea of creating YouTube videos that highlight Winnipeg's mention in various movies and tv programs has potential. My fear, however, is that the way they title the videos play into an inferiority complex as a city, and may position us in a negative light. Though the videos are very well produced, will people be convinced were a cool place to relocate just because Warren Beatty mentioned our name once, or because cartoon characters have visited us? I realize this isn't the only information the site provides, and that its a bit of a novel ploy to get people reading further on Winnipeg, but at the same time, it sends a message on how we perceive ourselves.
The other concern is an all-to-familiar bargain attitude to the approach. The people at Destination Winnipeg have done a phenomenal job in identifying workers in cities in Southern Ontario as targets for relocation, but will the message be heard? Why does Saskatchewan spend several hundred thousand dollars to attract commerce and we try and find a cheap alternative? Most times in life you get what you pay for.
I am encouraged that Stu Duncan has placed such value in the internet for promoting Winnipeg to the world, with an important mix of traditional media. I only hope that our bargain approach won't lead to a cheapened perception of Winnipeg as a place to live and do business.