Tourism Kamloops is circling around with another take on its “Welcome to the ‘Loops” platform, this time focusing on springtime activities.
The platform, which debuted in December of last year, returns in the same formats and with the same general concept: showcasing a looped reel of activities one can get up to in Kamloops. The difference this time is that the creative reflects the change of season.
“We love when spring comes early in Kamloops,” says Monica Dickinson, CEO at the destination marketer. “The days are longer, the sun is warmer, and our desert hills turn vibrant green and fragrant as our sagebrush comes into season. Best of all, our backyard playground is ready to welcome hikers, bikers, paddlers, anglers and adventurers to explore – it may be for the first time, or a familiar spot to return.”
“We like to capture attention quickly and we find injecting humour into our campaigns is a great way to connect, inspire and entertain our potential guests,” she adds. “We have maintained this approach from our ‘Welcome to the ‘Loops’ campaign.”
That idea of familiarity and the making of a return is baked right into “Only Thing Better,” the latest instalment for the platform, which also injects some of the aforementioned humour through tongue-in-cheek voiceover that continuously builds hype for the destination.
Built on the back of the “very positive” feedback that Tourism Kamloops and creative partner Here Be Monsters received with the winter iteration, the brand wanted to “continue welcoming people to The ‘Loops,'” says Tony Hird, CD at the agency.
“But this time around, we added a twist,” he adds.
The agency created a new, 30-second spot that features a new looping technique, which “cycles through springtime scenes, but always adds another scene to the end,” explains Hird. “It’s a new way for Tourism Kamloops to show off the breadth of their springtime activities and stick with the greater concept.”
The spot is accompanied by the usual series of social media videos and static social and digital content, all of which will run for the month of April.
