Tourism Kamloops Presents...
Things don’t always go as planned. Especially in fall.
Our latest campaign embraces the unexpected and invites travellers to get outside, go with the flow and experience Kamloops in a whole new way.
Under the "Room to Roam" brand, Kamloops' desert landscape offers a stunning backdrop for visitors to explore. To enhance our digital presence, Tourism Kamloops has introduced "Scenes from the Big Screen," a campaign that uses movie-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 successful 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. Building off of Spring, our Fall campaign embraces the Dramedy genre. Allowing us to lean into a cheekier and more playful tone while using visuals designed to resemble movie posters and movie screens.
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 represents a different creative feel for Tourism Kamloops, leaning into a cheekier and more playful tone while using 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, while the "comedy" comes from embracing it and finding the fun in unexpected moments. Our Fall campaign centres around the concept of "Accidental Wonders," celebrating those spontaneous moments that stray from the original plan yet turn out to be unexpectedly even better than planned.
This approach gives us an opportunity to show a different side of Fall in Kamloops. Rather than relying on perfect weather or carefully planned itineraries, the campaign embraces the spontaneity of the season and the idea that some of the best experiences can happen when plans change. It also gives us more room to be playful with the creative and showcase our destination's personality.
Our media strategy builds on learnings 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 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 allows us to tell more dynamic stories and adapt creative across different 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.
As the campaign rolls out, learnings from creative and media performance will continue to inform future campaigns. This approach allows Tourism Kamloops to build on what resonates with audiences, creating content that not only captures attention but inspires visitors to explore Kamloops and take the next step toward experiencing the destination. We also encourage our industry partners to have fun with the “Accidental Wonders” concept and share your own unexpected moments with us! Video, B-roll, photography and other visual assets help us showcase the experiences that make Kamloops unique and bring the destination to life across our digital channels. If you have content you’d like to share, send it our way. And, of course, sharing is caring. If you see something from Tourism Kamloops that you like, feel free to share it with your own audiences too.
Author: Cassidy Davidson
Cassidy is the get-it-done force behind our corporate communications, content, and day-to-day marketing initiatives.