Where stories take a beautiful turn



Photo by Alan Gillies
Members of the Neepawa Tourism Task Force pose with the logo and  tagline for the new tourism campaign.  Both were unveiled to the public at a community barbeque at the ArtsForward Cultural Centre on Tuesday, May 22.

Eoin Devereux
Neepawa Banner & Press

Neepawa has taken a bold and vibrant new approach in its effort to attract more travellers to the community. Neepawa Tourism in partnership with Travel Manitoba has unveiled its new logo and long-term branding initiative. The new brand was revealed with a public event at Neepawa’s ArtsForward Cultural Centre on Tuesday, May 22.

The new logo emphasizes the bright and fresh expression of the brand, while the theme for the marketing strategy is “Where stories take a beautiful turn.” With guidance from Neepawa Tourism and Travel Manitoba, McKim Communications Group of Winnipeg developed the brand. Carey Pradinuk, McKim’s associate vice president of creative said their research taught them that Neepawa has niche tourism assets that are as diverse and inclusive as its people.

“With the goal of inviting travellers to come and indulge their special interests, whether it be heritage buildings, micro-breweries, beautiful gardens or literary landmarks, our team developed the positioning statement, ‘Where stories take a beautiful turn’ – an inspirational jumping off point for the many products, offerings and experiences the community can deliver,” said Pradinuk.


The initiative has been headed by Neepawa Tourism, which is composed of community members and businesses interested in improving the town’s tourism profile on a provincial and national level.

Tourism task force member Lawrence Warwaruk, who also co-owns Farmery Estate Brewery in Neepawa, said having a fresh brand that’s insightful and marketable is important.

“Farmery Estate Brewery established its operation here to be part of the future growth of Neepawa and surrounding area’s tourist potential. The birthplace of world-renowned author, Margaret Laurence, a thriving lily propagation operation and Farmery Estate Brewery, a field to glass brewery are reasons that day-trippers and travelers passing through would love to stop to see. We hope that these experiences and stories become great memories to share.”

Colin Ferguson, President and CEO of Travel Manitoba, said they are thrilled to have worked with the people of Neepawa in this exciting branding initiative.

“The new brand truly reflects Neepawa’s unique characteristics and attractions, and provides a way to convey a strong message to highway travellers that a stop in Neepawa will be a charming, memorable experience,” stated Ferguson.

After the formal presentations were completed, Neepawa mayor Adrian de Groot commended all the local citizens who committed their time to this endeavour.

“What you are seeing here [on May 22] is the final product of a tremendous amount of effort and dedication. When council had the chance, earlier this month to see the final product, we were very impressed; right from the get-go,” stated de Groot. “[Neepawa] has a right to be proud. We have a right to be proud of our heritage and of the people  who contributed to this community. I want to congratulate everyone who has had a part to play in this. Those volunteers who have put in the time and heartfelt input into making this a product that we can be very proud of.”

Over the next few years, the new brand will be introduced in a variety of ways, including new local signage, a tourism website and a marketing campaign.