Room to Roam – Tourism Kamloops Brand
Tourism Kamloops – Room to Roam Brand Refresh
In August 2024, Tourism Kamloops launched a transformative brand refresh, reshaping its identity around the campaign “Room to Roam.” This wasn’t simply a visual upgrade—it was a comprehensive repositioning rooted in deep audience insight and strategic storytelling. As the travel landscape evolved post-pandemic, so too did visitor expectations. Kamloops, with its open landscapes, welcoming community, and relaxed pace, emerged as an antidote to urban overwhelm. Through research from Environics Analytics, Google Trends, and partner intelligence, Tourism Kamloops identified millennial families, urban couples, and active boomers as opportunity audiences craving space, connection, and authenticity.
The brand refresh became a declaration of what Kamloops truly is: unpretentious, spacious, connected, and wildly alive. Its new identity reflects this with a flexible visual language built on seasonal colour palettes, vibrant photography, playful yet grounded typography, and immersive tone. The updated brand guidelines provide detailed direction on logo usage, tagline integration, photography, accessibility, and copywriting tone—ensuring cohesion across all applications.
The refreshed tagline—“Room to Roam”—captured not just a geographical truth but an emotional one. It invited visitors to explore at their own pace, in their own way. That message showed up consistently across dozens of applications: from social media to print advertising, airport signage to podcast campaigns, and even digital out-of-home placements on The Weather Network. Creative executions like “Hang with the locals” (ski campaign), “Let that trail dog run free” (dog-friendly trails), and “Turn off the lights and let your soul wander” (dark sky hiking) brought the brand to life with bold, evocative headlines and local imagery.
The identity extended into all owned assets, including the redesigned website and 2025–2026 Visitor Guide. The new website reflected the refreshed brand values with intuitive UX, mobile optimization, a flexible editorial voice, and a vibrant aesthetic that encourages deeper trip planning and longer stays. The Visitor Guide wove the brand through every page—from maps to insider itineraries—placing local voice and visual consistency at the forefront. Accessibility was also prioritized in visual contrast standards, inclusive photography, and plain-language copy principles.
Internally, Tourism Kamloops engaged staff, partners, and stakeholders with training and resources to ensure brand consistency across the tourism ecosystem. From wayfinding to workshops, brand adoption was supported across channels. Sustainability was considered in materials and production wherever possible, including selecting FSC-certified stocks for print and local vendors for campaign signage.
The brand evolution wasn’t just about visual appeal—it inspired a shift in perception. The campaign generated more than 30 million paid impressions, increased website referrals to partner listings by 28%, and contributed to fall visitation growth of 5.7% year-over-year. Community feedback noted a renewed sense of pride, with local businesses adopting campaign language and visuals across their own platforms.
Ultimately, the “Room to Roam” identity didn’t just rebrand Kamloops—it reawakened a collective sense of possibility. This is a case study in brand strategy that meets creative application, built to grow both visitation and long-term brand equity with consistency, relevance, and heart.
