Kamloops, B.C. – If you’re looking for some playtime and just want to let loose, Kamloops is the place you’ll want to be – and Tourism Kamloops is making the message clear!

Over 75 invited guests gathered this morning at the Pavilion Theatre in Kamloops to attend the exciting launch of the new brand for Tourism Kamloops. The event marked the launch of many months of research and creative development around the new Tourism Kamloops brand, aiming to reposition the city in the tourism destination markets. The re-branding process started with an in-depth research program with expert tourism researcher, Roger Barnes, President, Rogers Barnes Research. “It became clear through our research, that Kamloops needed to develop a focused, specific identity – something that separated the city in the traveler’s mind from its competitors for the tourism dollar.” said Roger. “Through our experience, we believe that Kamloops, by strengthening the personality it projects in communication and in real-life, can make itself more distinctive, and promise a different experience to visitors.”

The next step was using a proven process to develop the brand identification and to bring the brand to life using creative executions through hiring Identica Branding and Design, a division of Cossette Marketing Group, led by Taya Hawes-Puiu, Vice President. “The critical challenge was to develop a brand positioning that was expansive enough to encompass Kamloops’ diverse offering but specific enough to capture the unique essence.” remarked Taya. “The new Kamloops brand achieves that and more. It’s rooted in truth, relevancy, and distinctiveness and is memorable and motivating to all.”

“We are excited to share Kamloops with visitors to our city,” says Tourism Kamloops CEO Ms. Lee Morris. “We want to clearly show that Kamloops blends energizing, recreational opportunities with a culture of warm, welcoming, real people, allowing visitors to let loose and just play. This is summed up in our new logo, below, as well as in our ad campaigns, which follow on the next page.”

Local residents are encouraged to see the results for themselves with the launch of the NEW Tourism Kamloops website at www.tourismkamloops.com.

For more information contact Ms. Lee Morris, CEO, Tourism Kamloops at (250) 320-0309 or by email to lee@tourismkamloops.com.