A new $2.4 million campaign aims to grow Manitoba’s billion-dollar tourism industry.

Travel Manitoba announced the new slogan “Manitoba: Canada’s Heart Beats” to sell the province to tourists.

"The impression that they have of Canada is absolutely pristine so to put Canada in our positioning line was very strategic,” said Colin Ferguson from Travel Manitoba.

The goal is to grow tourism dollars in the province from the current $1.4 billion annually to $2 billion by 2020.

“This is going to benefit everyone. This is going to benefit hoteliers. This is going to benefit restaurants, benefit those companies in rural Manitoba that depend on tourism dollars,” said Chuck Davidson from the Manitoba Chambers of Commerce.

Ads will be marketed to a large audience, including people watching the Junos and the Sochi Olympics.

"So you look at the assets we featured in the commercial - they're totally unique. What makes us look different not what makes us look the same,” said Peter George from McKim Communication Group.

The campaign will show off polar bears, fishing resorts and the Canadian Museum for Human Rights.

"This isn't a shotgun approach. We're really pinpointing audiences that we know will resonate and react to the products we have to offer,” said Ferguson.

The new campaign replaces the previous one which had the slogan: “It’s Manitoba time.”

Travel Manitoba anticipates a more successful campaign, when compared with one from a few years ago which drew range of criticism. Premier Greg Selinger said the “Spirited Energy” campaign is dead and buried.