A new age of unity has dawned between Winkler, Morden and the R.M of Stanley.

Under a new initiative Travel Manitoba is hoping to better market the province by creating regional tourism brands.

Thursday tourism stakeholders in the region were invited to witness the unveiling of the new regional Pembina Valley brand: "Morden, Winkler, Explore What We're Famous For."

Winkler Mayor Martin Harder together with Morden Mayor Ken Wiebe approached Travel Manitoba to promote tourism to their communities.

"They came together and said, guys, this is a unique opportunity and we are not going to let it walk out of this community, let’s give this a try," Colin Ferguson President and CEO of Travel Manitoba says. "Together we're better than we are apart."

Colin Ferguson President and CEO of Travel Manitoba.

The fifth of these new regional brands, Morden, Winkler, and Stanley will be the first to form a multiple communities initiative says Ferguson.

He adds the communities that have decided to be part of this new initiative just need to show their excitement and willingness to embrace the brand.

The new regional brand for Morden, Winkler, and the R.M. of Stanley.

However, a board was needed to take on the responsibility of ushering the new brand in the area. Harder and Wiebe tapped Karina Bueckert Director of Business and Development at Quality Inn and Peter Cantelon Executive Director Canadian Fossil Discovery Centre to Co-Chair the board.

The region now owns the brand and have hit the ground running with a website, Facebook page, and Instagram already live during the presentation.

When the board was shown the brand they were really excited says Cantelon and were careful no one outside the board saw it so they experienced a new chapter in unity.

"Everything about it is great, the colours are fantastic, the message is key. When we saw the brand and the message the committee began to realize we're probably in something way bigger than just tourism."

"It’s phenomenal," says Mayor Harder. "I think it will bring people to the region, I think if we properly market it between communities, that we're willing to promote things within the separate communities including the R.M of Stanley, I think it’s a winner."

While rivalry between Morden and Winkler has long existed beyond just sports teams, Wiebe says unity is key in making something great.

"I think that as a team there is no limit to what we can do."

Stake-holders were invited to witness the unveiling of the new brand and learn how they could become a part of this new opportunity