Another small, but important missed opportunity for Manitoba to advertise itself on a Global scale.
Manitoba comes off looking Mickey Mouse
O Canada! at EPCOT fails to even mention province
Wed Oct 10 2007
WALT DISNEY WORLD, FLORIDA: There is no Manitoba at the Happiest Place on Earth.
The Disney folks gathered scores of international journalists at EPCOT last week to view the new version of O Canada!, a 14-minute film shown at the theme park's Canadian pavilion.
Canadian Idol winner Eva Avila sang for the crowd. Young people dressed as farmers, lumberjacks, hockey players and Anne of Green Gables waved and smiled. Speeches were made, a band played and paper maple leaves were shot into the air.
It was classic Disney --- well-organized, fun and flashy.
The new 360-degree panoramic movie replaces a 1982 version that was outdated and heavy on stereotypes. Much of the original film was reshot, although some images were reused. The idea was to give Disney's millions of visitors a snapshot of our country, its people and its natural beauty.
Too bad we're not part of the story.
The fault is not Disney's. This province lacks both the money and the technology to play with the big boys.
The content of the movie was decided jointly by the Canadian Tourism Commission (CTC) and Walt Disney staff. Tourism boards from Ontario, Montreal, Quebec, Toronto, Vancouver, Alberta and the Calgary Stampede were all involved.
The boards had to come up with approximately $500,000 each to cover the cost of fresh filming by Disney in their region. Additional high-definition footage was provided by tourism boards in other provinces.
There was no input from Manitoba and the province is not mentioned in the film.
There's footage of Niagara Falls, the Bay of Fundy, Vancouver Island's Butchart Gardens, the Rideau Canal and sailing in Nova Scotia. Vancouver gets credit as Canada's film capital. Even Moose Jaw and Medicine Hat get mentions. The Calgary Stampede gets footage. Toronto, Quebec City and Montreal are all included.
Nothing on Manitoba --- no Royal Winnipeg Ballet, The Forks, Winnipeg Art Gallery, Winnipeg Folk Festival, Folklorama or Corydon Avenue. No mention of our countless rural and northern attractions.
How does something like this happen?
Well, there are a couple of explanations, neither of which reflect well on Travel Manitoba. First, they couldn't afford to participate. Second, they don't have up-to-date, industry-standard film of our province. "We sat the players at the table and asked them, 'Do you have the money to pay for these expensive shots?'" explains Gisele Danis, the CTC's executive director of global brand integration. "We also needed high-definition images, B-roll. We can't take ordinary film. That's where the world is going today. Manitoba, unfortunately, doesn't have high-definition."
Danis hastened to point out that Disney kept in a shot of a wheat field being plowed to represent the Prairie provinces. That's a pretty small bone to be tossed.
"Part of me, my heart goes out to the little guy who didn't get the cut," says Danis, explaining the CTC and the major tourism agencies contributed $1.2 million to the project but Disney decided on the final script.
Linda Whitfield, Travel Manitoba's vice-president of advertising and marketing, says it's true Manitoba doesn't have high-definition images, adding there is no money to add it in the current budget.
"Frankly, we haven't felt the need," Whitfield says. "In light of the trend of people using the Internet for travel information we've looked at upgrading our website."
As well, the $500,000 required to come to the Disney table was simply too rich for the province's blood. The organization has only $1.2 million in its $8.2-million budget for advertising and communications.
Whitfield says Manitoba's exclusion is not the fault of the CTC.
"The CTC's mandate is not to promote any province or city," she says. "They promote all of Canada."
They do it well. The Disney movie, narrated by Martin Short, is witty, exciting and makes Canada look like a place you'd want to visit. The fact that Manitoba isn't in it makes us look, well, Mickey Mouse.
lindor.reynolds@freepress.mb.ca