Press Release - Tourism Kamloops Honoured with National EDAC Award for ‘Room to Roam’ Campaign
Tourism Kamloops’ award-winning creativity continues to shine — the “Room to Roam” campaign has earned national recognition for marketing excellence.
For Immediate Release – Kamloops, B.C. — October 7, 2025 — Tourism Kamloops is proud to announce that its Room to Roam campaign has been recognized with a Marketing Canada Award from the Economic Developers Association of Canada (EDAC), a prestigious national honour in economic development marketing.
The Room to Roam campaign was a defining moment for Tourism Kamloops, blending strategy, creativity, and community insight to spotlight Kamloops’ wide-open landscapes, laid-back spirit, and inclusive hospitality. It served as a launchpad for the refreshed brand identity, resonating deeply with audiences across BC, Alberta, and beyond.
The award celebrates the campaign’s strategic vision, creative execution, and measurable impact on both visitor engagement and local pride. Designed to bring Kamloops’ refreshed brand identity to life, Room to Roam showcased the Kamloops’ distinctive desert landscapes, expansive trails, and untamed natural beauty—inviting audiences to explore wide-open spaces, breathe deeply, and embrace a slower, adventure-filled pace of life. From river valleys to rugged hillsides, the campaign captured Kamloops as a place where outdoor discovery is endless and where every path leads to something unforgettable.
“The Room to Roam campaign represented a pivotal moment for our organization,” said Erik Fisher, CEO of Tourism Kamloops. “It translated our brand into a compelling narrative that resonated with residents and visitors alike, grounded in local insight, delivered with creative excellence, and aligned with our broader tourism and economic goals.”
Created in collaboration with Lone Wolf Productions and photographer Andrew Snucins, as well as, VentureWeb, the campaign featured immersive video, storytelling content, and strategic influencer partnerships. It was deployed across Meta, YouTube, podcast platforms, and display media, generating strong engagement and supporting increased visitation during the fall shoulder season.
Key outcomes included:
- Strengthened brand alignment with the Kamloops community
- Positive economic impact for tourism operators, accommodations, and local businesses
- Broader awareness of Kamloops as a year-round destination
This national recognition reinforces Tourism Kamloops’ position as a creative leader within Canada’s tourism landscape, and highlights the effectiveness of place-based marketing that reflects the true character of a community.
“This award underscores the value of campaigns rooted in authenticity, strategy, and collaboration,” added Fisher. “It’s a proud moment for Kamloops and for all the partners who helped bring this vision to life.”
About the Marketing Canada Awards
Presented annually by the Economic Developers Association of Canada, the Marketing Canada Awards recognize excellence in marketing and promotional strategies that support economic development across the country. Campaigns are evaluated on originality, effectiveness, and community impact. EDAC’s program acknowledges and praises communities that succeed through creativity and measurable outcomes, providing a forum to share best practices among economic development professionals.
About Tourism Kamloops
Tourism Kamloops is dedicated to promoting Kamloops as a leading destination for adventure, exploration, and unique experiences. With a focus on community engagement and sustainable tourism, we aim to showcase all that Kamloops has to offer to travelers from around the world. For more information about Tourism Kamloops, visit www.tourismkamloops.com.
Media Contact
Ryan O’Donnell
PR Specialist, on behalf of Tourism Kamloops
P: 403-978-6000
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