Travel Manitoba and Destination Winnipeg worked together to develop an exciting new major initiative for 2010. Manitoba Homecoming 2010 was a year long celebration in 2010 to bring visitors, former and current Manitobans together, for events, festivals and an all around really great party! Fusion had the opportunity to establish the Manitoba Homecoming 2010 brand identity to ensure it had an overriding theme and image that businesses, attractions, events, arts, festivals and other activities could market and put into their schedule for 2010. The objective was to develop a brand that Manitobans, expats and partners could emotionally connect with and embrace. To achieve this, a new identity was created and a free concert was planned for the public launch. The approach included teasers and print ads, a new website, and a series of postcards to be mailed leading up to 2010. The key compelling idea - connect with your roots, reunite, rediscover and enjoy Manitoba.