Winnipeg perceived as city with economic opportunity
Winnipeg, March 23, 2009 – One-third of Canadian adults say they would consider moving to Winnipeg under the right circumstances, citing job and economic opportunities as attractive qualities.
The national survey, released by Destination Winnipeg, polled Canadians on Winnipeg’s image, what they hear about Winnipeg, where their information about Winnipeg came from and whether they would consider moving to Winnipeg.
The survey, conducted in February, showed 13% of Canadians say their perception of Winnipeg is improving, compared with only 4% who say their perception has worsened. (As expected, most say their perception of this city is unchanged.) Friendly people, location/landscape, a beautiful clean city and a thriving arts and culture scene were described as the top positive attributes of Winnipeg.
Destination Winnipeg recognizes that in parts of Canada, there are some negative perceptions about our great city and that many of those perceptions are from people who have never been here. This is an ongoing long-term challenge. However, the research clearly indicates that Canadians who have visited here are much more likely to hold positive impressions, especially in light of Winnipeg’s economic turnaround in the past five years. More positive news about Winnipeg is reaching more Canadians.
Other survey highlights include:
* 62% of Canadians say job/economic opportunities would be the main reason they would consider moving to Winnipeg.
* Nearly one-quarter (24%) of Canadians believe Winnipeg’s economy is in better shape than their own, versus 17% who believe their economy is better.
* Western Canadians largely thought their local economy was better; while Ontario, Quebec and Atlantic Canada overwhelmingly believed that Winnipeg’s economy was doing better than their own economy.
* 34% of Canadian would consider moving to Winnipeg if the right job or lifestyle opportunity became available.
* Canadians aged 18-34 were more interested in considering Winnipeg as well as people from Ontario, Saskatchewan and rural Manitoba.
* Of those not considering a move, most people pointed to barriers in their own lives rather than perceived shorting comings of Winnipeg – with 35% citing they like their current way of life and 22% citing weather as a factor.
* 13% of Canadians visited Winnipeg within the last five years, 20% report they visited Winnipeg at some point more than five years ago.
* Weather (33%) and Sports (10%), were cited as the last thing read, heard or seen about Winnipeg.
* 41% of information about Winnipeg came from television reports, with newspapers (19%), word of mouth (16%) and internet (8%) being the next closest sources of information.
“There are encouraging trends in this national survey on perceptions of Winnipeg in most parts of Canada. It is important to notice that those Canadians who have been to Winnipeg hold a more positive impression of the city than those who have yet to visit, commented Scott MacKay, President of Probe Research Inc. “The number of Canadians willing to consider the city for job opportunities is also positive for Winnipeg’s relatively stronger economy at this time, particularly the fact that one-half of younger adults (18-34) would consider the city for the right job.”
The national survey was designed by Probe Research and Destination Winnipeg and represents a random sampling of 1,000 Canadians. Results are 95% certain within ± 3.1 % of what they would be if the entire Canadian population was interviewed.
These surveys, as well as other research Destination Winnipeg conducts, are part of the market research mix utilized for initiatives. These survey results were useful, for example, in the Find Your Place Here awareness campaign targeted in southern Ontario. This is a sizeable region relatively open to Winnipeg, but largely not aware of what the city has to offer.
For survey results click here.
About Probe Research Inc.
Founded in 1990, Probe Research Inc. is a full-service public opinion and marketing research firm with offices in Winnipeg and Brandon, Manitoba. Since its inception, Probe Research has closely monitored the social, political and economic landscape on a wide range of subject matters and presently serves more than 250 public and private sector clients.
About Destination Winnipeg Inc.
Destination Winnipeg Inc. is Winnipeg’s economic development and tourism services agency, an arm’s length organization led by a private sector board with core funding from the City of Winnipeg and the Province of Manitoba. Destination Winnipeg markets the city and provides services to facilitate economic development and tourism opportunities for Winnipeg in collaboration with partners.
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For more information contact:
Connie Tamoto
Manager, Corporate Communications
Destination Winnipeg Inc.
w. 204.954.1077 c. 918.0344
connie@destinationwinnipeg.ca
Stuart Duncan, President
Destination Winnipeg Inc.
204.954.1988
stuart@destinationwinnipeg.ca