July 2, 2019 – Canada’s favourite summertime adventure, The Amazing Race Canada featured Kamloops in its season opener this evening. Averaging 2 million viewers per episode, The Amazing Race Canada is the nation’s highest rated TV show and the perfect opportunity for Canadians to get up close with destinations across the country.
“The opportunity to work with The Amazing Race Canada and their production crew to showcase Kamloops in this year’s season premier is a big win for Kamloops,” notes Monica Dickinson, Director of Industry Relations & Communications for Tourism Kamloops. “It was fun pitching creative challenge ideas that would have contestants explore all corners of the city.”
The Amazing Race Canada has featured several BC locations in all 7 of their seasons and has worked closely with Destination BC to provide diverse locales for the series. Tourism Kamloops welcomed the opportunity to invest in the partnership both from a marketing perspective as well as an economic benefit direct to the city. The production team spent a week in the city preparing for the filming, they hired approximately 50 to 60 residents to assist and invested in many supporting resources such as accommodation, transportation and food and beverage to return an estimated $13 million in direct economic impact in late April.
“Earned media coverage for Kamloops is an important piece to our overall marketing strategy. Hosting media in destination to experience first-hand what we have to offer visitors provides an authentic and credible source of travel information and inspiration,” adds Dickinson. “We invest approximately $50,000 annually to attract and host travel media from key markets and the return is significant. In 2018, over $820,000 in earned media coverage was realized from our efforts – a great boost to our marketing outreach.”
To celebrate the season premier, Tourism Kamloops in partnership with Destination British Columbia and Cascades Casino hosted a patio launch party at Match Eatery + Public House with a crowd of 50+ industry partners and production supporters.
Monica Dickinson, Director – Industry Relations & Communications
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