Tourism Kelowna has unveiled the new brand for the Kelowna destination. The project involved extensive consumer and stakeholder research over the last 10 months. Information was gleaned from focus groups and on-line surveys in Toronto, Calgary, Vancouver, and Seattle, as well as Kelowna itself. The results of this research provided insight into the current consumer perceptions of our destination or brand. This created the springboard for the evolving of the brand and destination positioning required to generate destination appeal and increased visitation year-round.
“What emerged from the process was a more contemporary character for Kelowna as a destination, and one that Kelowna can grow with in years to come,” say Nancy Cameron, General Manager of Tourism Kelowna. The tagline accompanying the logo (headlining the just released Official 2005 Visitors’ Guide seen at left) is “Ripe with surprises”, reflecting Kelowna’s enhanced tourism experiences beyond its already well-known summer destination status.
“The new brand blends Kelowna’s historical roots, rural charm and attractions, with urban amenities such as dining, spa, accommodation, and the arts and entertainment, creating an appeal as a destination with an astonishingly vast selection of activities. The message is that Kelowna has come of age and is ready to be discovered or rediscovered,” says Cameron.
The Official 2005 Visitors’ Guide consists of detailed information about the tourism attractions and services in Kelowna and is a primary marketing and inquiry-servicing tool. A total of 175,000 Guides were printed for the year 2005, an increase of 45,000 over 2004. It will be distributed throughout Western Canada and Washington State.
