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New look for Tourism Kamloops: What does it mean to be boldly unscripted?

There’s what you planned — and then there’s the real story. With its new brand, Tourism Kamloops is embracing an off-the-beaten path reputation for the city, a place where unexpected adventures and ad-libbed experiences are what make the stay so memorable.

The city’s destination marketer is ditching its decade old ‘playtime redefined’ slogan for a grittier, off-the-cuff vibe inspired by the people who live here, launching a year-long campaign that dares visitors and locals alike to live boldly.

“Kamloops is a little gritty, a little rustic,” said CEO Beverley DeSantis. “It’s not as polished as some of the other places and that’s what makes Kamloops so amazing.”

When the team sat down more than nine months ago to talk rebranding, they said their biggest inspiration was this: We just need people to come here and play like locals. In talking to residents, DeSantis said they saw an excitement and enthusiasm for all the city has to offer, so many things that someone who never leaves the highway will see.

“We need to start being a little loud about who we are and grabbing those people off the highway and saying, ‘You have to come experience this,’” DeSantis said. “That’s what our brand will speak to. It’s speaking to the stories and the people and playing like a local."

Kamloops is distinctly different from the Okanagan — and prideful of that fact. DeSantis said you don’t need to do a lot of planning to experience great outdoor adventure, history, food or culture in this city and the new brand aims to embody the improvised nature of great experiences waiting to be discovered.

Being Boldly Unscripted is to embrace the unknown, and there’s a few ways Tourism Kamloops thinks it best describes a stay in Kamloops: Take the dog out, now you’re exploring some extraordinary trails. Stop for a bite to eat, now you’re listening to great live music. Spend the night to get off the highway, now you’re enjoying a show at the Sagebrush Theatre.

<who>Photo Credit: KamloopsBCNow</who> Tourism Kamloops unveiled its new brand at the abandoned laundry facility at Tranquille Farm.

It’s about winging it, about taking risks, trying something new and not being afraid to throw your plans out the window when something better comes along.

“We thought maybe it’s time we looked at Kamloops through a different light and redefine who we are actually,” DeSantis said.

“Kamloops has always been that centre where people aren’t afraid to try and pioneer and write their own story... We reached out to the community and we found very prideful people, but not boastful. We need to start boasting.”

With its new campaign, Tourism Kamloops is encouraging everyone to use the new hashtag #YKA360 and watch for the 360 Kamera Krew, which will be documenting “unscripted moments” around the city.

Tourism Kamloops launched its campaign last night with a party at the abandoned laundry facility at Tranquille Farm. Much in line with its new brand, it kept everything closely under wraps. Check out some snaps from the event and tell us what you think of the new brand in the comments!

I mean...coolest party ever🙏🏼🙏🏼 #YKA360 #explorekamloops

A post shared by 🌞Mad-Sun🌞 (@maddieolds) on

Be Bold #explorekamloops #yka360 #actadventures #unscripted

A post shared by Terri Axani (@terriaxani) on



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