Advertising Campaign

Ktunaxa Homelands

Submitted ByCity of Cranbrook


A collaborative marketing campaign working with Ktunaxa First Nation to present the story of Ktunaxa’s Creation. This included production and promotion of a three-part video series, images, editorial, itineraries and social media showcasing Ktunaxa Creation from three characteristics:

^The Rockies

^The Hoodoos

^The Waterways

Ktunaxa language place names for Fernie, Kimberley and Cranbrook were also produced and promoted.

This project supported the Ktunaxa Branding Initiative and includes The City of Cranbrook, Cranbrook Tourism (lead), Kimberley Tourism, Tourism Fernie, Destination BC, and the Columbia Basin Trust – All content was made available to the economic developers and tourism practitioners’ network across BC.

Full results of the campaign – May 1 to July 1, 2022 – can be found here:

Next to the campaign outcomes listed above, this campaign and project included a community legacy via a video production mentorship for a Ktunaxa youth. Results of the mentorship have now provided a new asset for Ktunaxa Nation’s communications team furthering their abilities to present Ktunaxa perspective and developments through video.

#Ktunaxahomelands: a campaign all about sustainability

The objective of this campaign was to bring a more mindful presence to local and travelers’ relations to these lands.

Ktunaxa do not have a “fence” between person and land, they are one… Our partnership group were challenged to rethink connection to place during this campaign, leaving us with a renewed understanding of the importance of the land.

This campaign definitely influenced change for a better community, both locally and for our region on the global stage.

#Ktunaxahomelands Key Learnings

1)  The power of place, and power of place in the people – we make our living promoting our community, this challenged us to really consider the land wherein those activities take place, and challenged us to think about how “place” is created and established.

2) This campaign encouraged more Ktunaxa to see themselves again on their land, renewing their connection to place within #Ktunaxahomelands.

3) Providing a mentorship relationship within a campaign can generate dividends that don’t come across in a spreadsheet.

This captures the one-on-one discussions between the mentors and mentee

4) We learned that we, as western society, need to listen more.

5) Continued learning about Ktunaxa and efforts supporting their rise in the visitor economy will pay dividends far beyond any final report spreadsheet. Partnerships like this – through collaboration between Indigenous and non-Indigenous partners, in the cultivation of understanding – can lay the groundwork for a better future founded on reconciliation.

That future is full of riches that locals and visitors from around the world will experience when visiting and spending time within #Ktunaxahomelands, a place where travellers can grow and become better people.

6) The project could be a future panel presentation on:

^who really is the subject – the importance in understanding a place to

“really, truly arrive” at a sense of place. Crafting that into a campaign that leaves a legacy.

^working collectively for positive impacts supporting economic and tourism development in communities who have yet to experience how tourism or how economic development can support cultural resurgence goals, which can bring economic tourism opportunities, on Nation terms.

Social Media Tool Kit can be found below :