The Canadian Museum for Human Rights (CMHR) will welcome the public in 100 days.
The new national museum, located at The Forks in downtown Winnipeg, opens Sept. 20.
To create some buzz, CMHR officials have created videos to promote the museum as "a stunning travel destination and global hub of human rights education."
"These new videos truly capture both the scale and spirit of the Canadian Museum for Human Rights," Stuart Murray, the CMHR's president and CEO, said during a media event on Thursday.
"Not only are the videos visually stunning, they celebrate the museum's unique relevance to Canadians in all parts of the country."
Two of the four new videos have begun to air on national TV networks in English and French. Another two will be distributed later this summer.
The spots are being run at no cost as public service announcements, given the museum's non-profit status.
As well, as part of the lead-up to the official opening in September, the CMHR has been working with tourism partners at national marketplace events with travel media and travel trade operators.
GoMedia 2014, an event for 150 prominent international travel journalists, will be held in Winnipeg this summer with a reception at the CMHR. GoMedia is organized by the Canadian Tourism Commission, with local events hosted by Travel Manitoba.
Stories about the CMHR have already been featured by many national and international media outlets, including Air Canada's Enroute magazine and West Jet's Up! magazine.
"The opening of the Canadian Museum for Human Rights will mark a proud moment for citizens across the country," Shelley Glover, the federal minister of Canadian heritage, stated in a news release from the CMHR.
"These new videos pay tribute to Canadians' commitment to human rights and the museum's unique role in promoting understanding and dialogue across Canada and around the world."