The Dallas-Barnhartvale Nature Park. (Image Credit: Andrew Snucins/Tourism Kamloops)

By Victor Kaisar

Tourism Kamloops Award

Tourism Kamloops wins national award for ‘Room to Roam’ campaign

Oct 13, 2025 | 9:00 AM

KAMLOOPS — Tourism Kamloops’ Room to Roam campaign is the recipient of a Marketing Canada Award from the Economic Developers Association of Canada (EDAC).

Calling it a prestigious national honour in economic development marketing, Tourism Kamloops said the campaign — which launched last September — was a “defining moment” that blended strategy, creativity and community insight to spotlight the area’s wide-open landscapes, laid-back spirit and inclusive hospitality.

In a news release, Tourism Kamloops said the campaign resonated deeply with people across B.C., Alberta and beyond.

“The Room to Roam campaign represented a pivotal moment for our organization,” said Erik Fisher, CEO of Tourism Kamloops.

“It translated our brand into a compelling narrative that resonated with residents and visitors alike, grounded in local insight, delivered with creative excellence, and aligned with our broader tourism and economic goals.”

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According to Tourism Kamloops, the campaign was designed to showcase the distinctive desert landscapes, expansive trails and untamed natural beauty in the Kamloops area, in a bid to entice people to visit so they can “embrace a slower, adventure-filled pace of life.”

“From river valleys to rugged hillsides, the campaign captured Kamloops as a place where outdoor discovery is endless and where every path leads to something unforgettable,” Tourism Kamloops added.

Created in collaboration with Lone Wolf Productions and photographer Andrew Snucins, as well as VentureWeb, the campaign featured videos, storytelling and “strategic influencer partnerships.”

The campaign aimed to also support increased visitation during the fall shoulder season as a way to promote the Kamloops-area as a year-round destination for tourism.

“This award underscores the value of campaigns rooted in authenticity, strategy and collaboration,” Fisher added. “It’s a proud moment for Kamloops and for all the partners who helped bring this vision to life.”