Strong engagement has been gaining traction with every new video posted

For Immediate Release  

July 5, 2017, Kamloops, British Columbia – What do the BC Lions, a couple from the United Kingdom and CFJC Today’s Susan Edgell have in common? They all now know first hand what it means to be Boldly Unscripted in Kamloops and they have the video to prove it!

“As far as I’m concerned, nobody is off limits”, explains Tourism Kamloops CEO, Beverley DeSantis, referring to the organization’s #YKA360 Kamera Krew campaign, which has been in the market for just over one month. “You may think you are stopping in Kamloops to fill up on gas and suddenly find yourself jumping out of an airplane, experiencing a wine tour or playing a round of golf – we have buckets full of challenges for anyone feeling bold and wanting to try something unscripted”, says DeSantis.

For the next year, Tourism Kamloops will be intercepting visitors and locals, presenting them with challenge cards, capturing their boldly unscripted moments on video and posting them online for the world to see. The Kamera Krew is already creating buzz online in Kamloops and around the world.

“Every time we challenge someone and post a video, we see a lot of liking, sharing and excitement about the content. Everyone is talking about the Kamera Krew”, says DeSantis. “We wanted our campaign to make people pay attention to Kamloops. To hit people right between the lookers – and this is exactly what is happening”.    

To date, Tourism Kamloops has posted six very different videos of people taking the #YKA360 challenge, resulting in over 83,000 impressions, 28,500 video views, 755 post likes and 105 retweets and shares. The most popular video to date has been with the BC Lions – Some players thought they were coming to Kamloops for training camp, but found themselves in various competitions in one of our swimming pools – that’s what being Boldly Unscripted is all about. That’s what Kamloops is all about.

“The challenge is a great way to showcase all that Kamloops has to offer – we love coming here for training camp but really weren’t aware of all the things there were to do on our downtime,” says BC Lions General Manager Wally Buono. “Several BC Lions players participated and I don’t think they will ever forget the fun time they had in Kamloops. Synchronized swimming and high diving competitions might become an annual tradition for the team now.”  

Hotels, tour operators and many others have been asking guests and customers to take the #YKA360 Kamera Krew challenge and posting videos and pictures on their own social channels.

“We are very inspired by Tourism Kamloops’ #YKA360 campaign and we are fully on board,” explained Maike Mayden, General Manager of Four Points by Sheraton. The local hotel recently challenged Olympic BMX Rider Donny Robinson to a race with the kids’ novice group – wearing a cactus costume. The hotel considers the marketing exercise a big success as a result of its large number of views and online engagement.

Tourism Kamloops will run the #YKA360 campaign for 12 months. Their Kamera Krew will be about town capturing moments and they are encouraging locals to participate by posting their completed challenges online using the #YKA360 and #ExploreKamloops hashtags.


View the videos mentioned in the release:

The #YKA360 Kamera Krew will be literally everywhere and anywhere in Kamloops over the next year. You might find them enjoying a sporting event, fishing, taking in a festival, hiking, eating at one of our restaurants, biking, mountain climbing, chilling at the Visitor Centre, shopping, or waiting at that gas station off the highway to meet visitors. They will be issuing visitors challenges and taking tourists on boldly unscripted adventures.

For more information about Tourism Kamloops, visit


Media Contact:

Monica Dickinson, Director – Industry Relations & Communications

Tourism Kamloops

P: 250.372.8000

C: 250.819.0151