Tourism Kamloops Presents...
Things don’t always go as planned. Especially in fall.
Our latest marketing campaign embraces the unexpected and invites travellers to get outside and go with the flow to experience Kamloops in a whole new way.
From Room to Roam to the Big Screen
Under the "Room to Roam" brand, Kamloops' desert landscape offers a stunning backdrop for visitors to explore. To enhance our digital presence, Tourism Kamloops introduced "Scenes from the Big Screen," a campaign that uses blockbuster-inspired graphics and storytelling to position Kamloops as a destination for an engaging getaway, targeting active travellers seeking adventure and memorable experiences.
After launching our Spring campaign, "Into the Valley of Adventure," we generated nearly 1,000 conversions to the Places to Stay page, helping turn campaign interest into accommodation consideration. The campaign also drove more than 6,000 conversions to Things to Do and Events content, demonstrating strong interest in what visitors can experience once they arrive.
A Fresh Take on Fall
Building on our Spring road-trip-themed campaign "Into the Valley of Adventure," we've taken a fresh approach for Fall by embracing the Dramedy genre. This brings a different creative feel to Tourism Kamloops, leaning into a cheekier, more playful tone with visuals designed to resemble movie posters and movie screens. The "drama" comes from the unpredictable side of Fall, the cooler weather, changing conditions and those moments when the forecast doesn't quite go according to plan. At the same time, the "comedy" comes from embracing it and finding the fun in unexpected moments. Our Fall campaign centres on the concept of "Accidental Wonders," celebrating those spontaneous moments that stray away from the original plan yet turn out even better than expected.
This approach allows us to show a different side of Fall in Kamloops. Rather than relying on perfect weather or carefully planned itineraries, the campaign embraces the season's spontaneity and the idea that some of the best experiences happen when plans change. It also gives us more room to be playful with the creative and showcase our destination's personality.
Putting Visuals First
Our media strategy builds on lessons from recent campaign performances, with a growing focus on short-form video. Short-form 15-second video ads have proven effective at driving engagement across all social and digital platforms, making strong photo and video assets an increasingly important part of our creative approach. We're focusing more on visual-first, word-light creatives, using striking landscape imagery to capture attention before encouraging visitors to explore further. This increased focus on video is also shaping the types of content we're looking to collect and use from our industry partners. While strong photography remains valuable, short video clips that capture movement, atmosphere, and experiences are becoming increasingly important for digital advertising. Building a strong bank of these assets lets us tell more dynamic stories and adapt creative across digital platforms.
Beyond awareness and engagement, our Fall campaign places greater emphasis on driving visitors to partner and conversion-focused websites. The intent is to move consumers from campaign content to the Tourism Kamloops website and, ultimately, to local businesses, attractions and experiences across Kamloops. A more distinctive creative approach, paired with stronger calls to action, is designed to encourage deeper trip planning, longer stays and increased referral traffic throughout the Fall season.
How You Can Get Involved
As the campaign rolls out, there are a few ways our industry partners can help bring “Accidental Wonders” to life:
- Share your unexpected moments: Have fun with the concept and share your own “Accidental Wonders” from around Kamloops.
- Send us your content: Video, B-roll, photography and other visual assets help us showcase the experiences that make Kamloops unique. If you have content you’d like to share, send it our way.
- Share Tourism Kamloops content: If you see a Tourism Kamloops post or campaign piece you like, share it with your own audiences and help extend its reach.
- Keep the conversation going: Learnings from creative and media performance will continue to inform future campaigns, helping us build on what resonates with audiences and encourages visitors to explore Kamloops.
