Kootenay Rockies Tourism is a
Destination Management and Marketing Organization (DMO) registered as a
not-for-profit society with the Province of British Columbia Ministry of Finance
and Corporate Relations.
The primary purpose of Kootenay
Rockies Tourism is 'to generate incremental tourism revenues by developing,
coordinating and delivering collaborative destination marketing programs
delivered on behalf of the tourism industry of the Kootenay Rockies region.
The
principal contractual partnership entered into by the Association to assist in
the fulfillment of it’s objective is with Tourism British Columbia, a Crown
Corporation of the Province of British Columbia with a mandate to market the
province’s tourism product.
Tourism
British Columbia was established as a legislated corporation in 1997, with
funding levels linked to the B.C. tax on accommodation, and with management
authority held by an independent Board of Directors.
Kootenay Rockies Tourism operates
from the Kootenay Rockies Tourism building
in Kimberley, BC.
The organization represents
over 1,500 Tourism Partners; businesses, organizations, communities and
consortiums operating a facility or service which is a component of the visitor
experience, all of who are eligible to participate in applicable marketing
programs.
Geographical boundaries which define the destination for which marketing
programs are conducted include the southeast corner of British Columbia, a
region composed of a series of north/south extending valleys and mountain ranges
including the Monashee, Columbia, Selkirk, Purcell and world-renowned Rocky
Mountains. These boundaries include the Alberta border with B.C. in the east,
the U.S. border with Canada in the south, and extend north to the centres of
Revelstoke and Golden and west to the Thompson Okanagan region.
The
Kootenay Rockies destination is one of six designated
destinations of British Columbia. Others include Northern British Columbia; Cariboo
Chilcotin Coast; Thompson Okanagan; Vancouver Island and Vancouver, Coast and
Mountains.
Kootenay Rockies Tourism Brand
Kootenay Rockies
Tourism markets the tourism products/services of the southeast corner of British
Columbia under the distinctive brand of ‘KOOTENAY
ROCKIES’
with a positioning statement (or theme line) of 'British Columbia's Mountain Playground'.
‘KOOTENAY
ROCKIES’ brand promotes the position that
'The Kootenay
Rockies is British Columbia's unique, mountain-oriented vacation region situated
in the southeast corner of the province. The region includes five different,
spectacular mountain ranges, including the Canadian Rockies, that create
breathtaking mountain and river valleys each with their own character and each
offering an incredible variety of unequalled recreational and getaway
opportunities'.
The
theme line 'British Columbia's Mountain
Playground' continues to build on our positioning and clearly affiliates the
region with the province and Tourism British Columbia.
It capitalizes
on the strategic advantage provided by the region’s location in the mountains
and the environment and opportunities created by this setting.
Together our brand and theme line stand for a
Consumer Value Proposition that
'Visitors to the Kootenay
Rockies Region of British Columbia will truly experience the mountains of Canada
- not just view the peaks from a distance. Your vacation will include clean,
natural, uncrowded outdoor activities and experiences that reflect the
lifestyle, the culture and the community of Canada's West'.
The
brand name ‘KOOTENAY ROCKIES':
-
Provides a general descriptive image of the destination’s products.
-
Capitalizes on existing name recognition and association.
-
Develops long-term consumer equity that will draw customers to the
destination.
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Supports and adds value to individual product offerings.
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Differentiates the products of the destination with those of competitors.
-
Enhances destination loyalty.
