Canadian Museum for Human Rights Issues Marketing RFP

Canadian Museum for Human Rights Issues Marketing RFP

The Canadian Museum for Human Rights (CMHR) is seeking a marketing firm.  The company was established as a Crown Corporation on August 10, 2008 through amendments to the Museums Act. It is the first national museum created since 1967 and the first national museum located outside of Canada’s National Capital Region. It is also the first national museum to be created with partnership funding from federal, provincial, municipal governments and the private sector. The legislated mandate of the Museum is: “To explore the subject of human rights, with special but not exclusive reference to Canada, in order to enhance the public’s understanding of human rights, to promote respect for others and to encourage reflection and dialogue.”

The CMHR is looking for an agency to provide marketing support, including review of existing materials, graphic standards and guidelines; writing copy and designing ads for all platforms in the local, national and international markets; conducting marketing research with key demographics and strengthening overall marketing efforts aimed at driving visitation to the CMHR.

The Agency will work closely with the staff of three internal departments: 1) Public Affairs and Programs; 2) Exhibitions, Research, and Design; and 3) Visitor Experience and Engagement.



In its first 18 months of operation, the Canadian Museum for Human Rights (CMHR or Museum) has established itself as a destination of choice for visitors to the city and those living within Winnipeg and a two-hour radius. Within Manitoba, there is blanket awareness of the Museum and its existence:

  1. with a large majority of people indicating a strong desire to visit.
  2. Nationally and internationally, marketing efforts are directed through partnerships with Tourism Winnipeg, Travel Manitoba and Destination Canada. Tourism to Winnipeg and Manitoba continues to increase
  3. Ensure that visiting the Museum drives visitation to city and province.

The CMHR has an established metanarrative that guided the development of the Go to Market (GTM) strategy, including a brand-positioning statement (“Inspiring Encounters with Human Rights”) and a brand call-to-action (Be Inspired).

Scope of Work will include:

  1. Review of all relevant material (to be provided by CMHR) including:
    • Existing market research
    • 2015-16 print, radio, digital, direct and exterior marketing samples
    • Existing creative brief process
    • Existing graphic and brand standards
    • CMHR metanarrative
    • Examples of visitor testimonials (captured internally and through sites such as TripAdvisor)
  1. Test existing brand-positioning statement, call-to-action and ads, and develop recommendations to move the Museum forward in connecting with potential visitors. This will include:
    • Tracking existing brand positioning (Inspiring Encounters with Human Rights/Be Inspired) against visitor experience/feedback.
    • Review graphic standards against marketing objectives.
  1. Develop and test suite of ads targeted at distinct audience segments within the local market. This will include:
    • Billboard, magazine/print, radio and online ads.
    • Focus group research (local) that includes seniors, parents aged 25-44 and young professionals.
  1. French/English copy writing and design for 2016-17 Museum marketing in local market. This includes:
    • Based on results of testing and using creative briefs prepared by client, develop ads for digital, print, radio, online and outdoor; majority of ads will require English and French versions; some ads may be bilingual.
    • Work with client to facilitate photography as required.
  1. Copy writing and design for 2016-17 Museum marketing targeted at visitors to Winnipeg and Manitoba, with a focus on the U.S. market internationally. This will include:
    • Review of Destination Canada segmentation on U.S. market and development of ads that reach the “cultural explorer” tourist through print and online content-marketing approach.
    • Review of Travel Manitoba partnership opportunities and development of print, online and direct marketing pieces for national and international audiences.

Proposal due on August 15th to:

Canadian Museum for Human Rights
85 Israel Asper Way
Winnipeg, MB R3C 0L5
Fax: (204) 289-2001

Among other happenings in Canadian marketing & PR, Shift Communications was recently bought by a Canadian holding company.

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