In fall of 2023, the Kootenay Outdoor Recreation Enterprise (KORE) launched a branding campaign they dubbed “Kootenay Approved.” It’s goal is to promote the designers, manufacturers and business people who work in the outdoor rec-tech industry and are based out of south-eastern B.C.
The campaign was funded by the Economic Trust of the Southern Interior’s (ETSI-BC) Innovating and Advancing Key Sector’s program.
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In order to bolster consumer awareness of the KORE gear maker and creator cluster and increase the sale of products they craft, while attracting business development in the Kootenays, Kootenay Approved collaborated with a number of Kootenay-based economic development offices and tourism destination marketing organizations.
The project had nine main elements, starting with the “Kootenay Approved” branding creation. For this, KORE hired Nelson-based designer Nichola Lytle, who created three options for a logo that can be used in a number of ways.
Next, KORE got involved at the Banff Mountain Film Festival, which proved to be hugely successful. In addition to hosting an hour-long fireside chat and having the Kootenay Approved logo included in the official trailer for the festival, KORE was also a part of the festival’s world tour via its contest that included a “Kootenay Approved Craft Gear Crate” prize.
KORE said they were informed by festival organizers that the trailer amassed over 92,000 views at the event alone and garnered 10.5 million overall impressions.
KORE also created a pilot for a video series called “Come Make Gear Here,” spearheaded by Eric Gonzalez, launched six Kootenay Approved success stories that can be found at koreoutdoors.org and created advertising and in-store displays.
They also got the Kootenay Approved logo integrated into existing KORE brands, launched a KORE Outdoors Podcast and are working on a “Kootenay Approved Journalist Trip.”
Finally, Kore created a Kootenay Approved media kit which can be accessed by contacting executive director Kevin Pennock.