Press Release - Tourism Kamloops Launches Fall Campaign: “Room to Roam”
Dallas-Barnhartvale Nature Park
Andrew Snucins
Tourism Kamloops has launched its latest brand campaign, entitled “Room to Roam”. This campaign is set to elevate Kamloops as a top destination for adventurers, families, and outdoor enthusiasts across BC and Alberta.
For Immediate Release
Kamloops, BC – September 20, 2024 – Tourism Kamloops has launched its latest brand campaign, entitled “Room to Roam”. This campaign is set to elevate Kamloops as a top destination for adventurers, families, and outdoor enthusiasts across BC and Alberta. The campaign emphasizes that whether you’re exploring vast hiking trails, biking legendary mountain terrain, or local beverage tastings, Kamloops has something for everyone—and more space to do it in.
A New Look for a New Season
The “Room to Roam” campaign celebrates Kamloops' stunning wide-open spaces and uncrowded adventures, bringing the city’s essence to life through eye-catching visual content. Tourism Kamloops has teamed up with local talents, Lone Wolf Productions and photographer Andrew Snucins, to produce these assets with the goal of getting Kamloops’ unique landscape and bold personality in front of as many eyes as possible, with imagery loaded with seasonal colours.
“Our new brand embodies the spirit of Kamloops, and “Room to Roam” perfectly encapsulates that,” says Sandeep Takhar, Director, Brand and Marketing at Tourism Kamloops. “It’s about having the freedom to explore at your own pace, whether that’s hitting the trails with your family or grabbing a drink after a day of adventure.”
Focused on brand awareness, this campaign will encompass static and video ads across Meta and Google organic social posts, digital out-of-home (DOOH) executions, and iHeartRadio podcast ads, with the brand’s bold new colours and striking imagery highlighting the essence of Kamloops across these channels.
The campaign also includes a sponsorship deal with the BC Lions, who will run the “Room to Roam” video on the jumbotron screen at BC Place during pregame events. This content will be refreshed regularly, ensuring Kamloops remains top of mind for BC sports fans.
Adventure Meets Collaboration
Tourism Kamloops is pulling out all the stops for “Room to Roam”. Other campaign strategies include influencer collaborations, activity-based blogs, Google search ads, and retargeting efforts. Upcoming influencer collaborations will showcase family-friendly hiking and wine adventures with BC Wine Growers Association and Kamloops’ renowned beer scene during Brewloops in partnership with BC Ale Trail.
“We’re particularly excited about our collaborations with these influencers,” adds Takhar. “From hiking to beverages, these voices help tell the authentic Kamloops story and reach audiences on a personal level.”
Campaign In Motion
Running from August 21 to October 31, “Room to Roam” invites everyone to come and experience Kamloops. Early metrics indicate the campaign is achieving what it set out to do and creating brand awareness and peaking the interest of the target audiences.
For more information on Kamloops' adventures this fall, visit tourismkamloops.com and follow us on social media.
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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:
Christina Pilarski, Tourism Kamloops Media Liaison
(403) 836-8249
