COLLINS – What’s in a tourism brand?

IT MAY take me a while to “get” the new logo from Tourism Kamloops. The new logo was unveiled at a social get together last week.

“Boldly Unscripted” is the new moniker for the city’s tourism effort. I am not sure what that means. Maybe it will take me a while to figure it out, and it may become more clear once the rest of the campaign is unveiled. It does make me think, and that’s good.

The image in a brand is often more important than what the words actually say. Do you get an image that “unscripted” means you do what you want when you come here? No preconceived ideas? Let’s just go and see what’s here?

That’s kind of what rolls around in my mind. But if I’m driving by on the highway, or reading some tourism literature about Kamloops, does that entice me to want to stop in and see what’s here? When I hear “The Tournament Capital of Kamloops,” that says something to me.

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Doug Collins is the Director of News, Information and Television Operations at CFJC-TV. Doug has been on the air in Kamloops since 1970. He was presented with a Lifetime Achievement Award by the Radio-Television News Directors Association of Canada in 2008.