We're proud to share the news that Carla Bechard, who oversees marketing programs and partnerships for Tourism Kelowna, has been named one of three finalists—alongside Jenna White, ThatBCWineGirl, and Jennifer Busmann, Oliver Osoyoos Wine Country—in the Master Marketer category at the 2026 BC Wine Industry Recognition Awards. 

The Master Marketer award recognizes an "innovative winery, regional wine association, retailer, restaurant or tourism organization or professional that thought outside the box to promote the Wines of BC; whether it’s an innovative marketing campaign, launching an in-demand new product or creating a unique wine-focused event."

Carla was nominated and selected as a finalist for her work in reimagining Tourism Kelowna's marketing programs, in alignment with its new brand, as the 'Must-Visit Spots' program. This program includes Wine Spots, a collaborative initiative between the organization and area wineries that allows Tourism Kelowna to share the stories of participating wineries and promote them to travellers eager to explore the birthplace of BC's wine industry. 

Through her work leading the program, Carla continually thinks about how to deliver added value for program participants, such as evaluating which advertising channels are best suited to promote the Wine Spots. Carla facilitates and leads regular meetings with Wine Spots participants to gather feedback and brainstorm ideas to improve the program.