Marketing “Kootenay Approved” Outdoor Recreational Gear to the World

Marketing “Kootenay Approved” Outdoor Recreational Gear to the World

March 12, 2025

The Kootenay Outdoor Recreation Society (KORE) is a major Kootenay success story of an emerging industry cluster. Since its inception in 2019 in Kimberley BC, the dynamic group continues to grow, with more than 70 members making skis, snowboards, tents, backpacks, outdoor apparel, climbing gear and more. With the launch of its 2023 “Kootenay Approved” marketing campaign, KORE is bridging tourism and economic development by working with partner organizations across the Kootenays.

“Very few marketing campaigns have done this,” says Kevin Pennock, Executive Director of KORE, and its passionate founder. “By marketing a sector as both a collective and an economic region, we are raising awareness of our regional cluster, realizing marketing efficiencies and inspiring more people to live and work in the Kootenays.”

The Economic Trust of the Southern Interior (ETSI-BC) has supported several KORE initiatives, including the first annual KORE Economic Summit, the only conference in Western Canada dedicated to the outdoor recreational technology manufacturing and product design sector. The “Kootenay Approved” campaign was supported through ETSI-BC’s Innovating & Advancing Key Sectors funding stream which prioritizes collaborative partnerships with industry groups in the Southern Interior region. Kootenay Rockies Tourism also supported the project.

On Stage at the Banff Mountain Film and Book Festival

The campaign was created prior to the 2023 Banff Mountain Film Festival, an international gathering of the outdoor mountain community, where adventurers, photographers, authors, and filmmakers share their stories of remote journeys, ground-breaking expeditions, and remarkable achievements. The majority of in-person visitors were from Alberta and the United States, key target markets for KORE members.

The “Kootenay Approved” campaign messaging resulted in an impressive 10.5 million campaign impressions during the event. KORE’s double-wide booth, designed by Selkirk College’s Technology Access Centre, was on par with some of the largest exhibitors at the Banff Centre’s three-day Marketplace. Three versions of the “Kootenay Approved” logo for use by companies and organizations, social media and other communication channels were featured along with products from twenty KORE members.

KORE had a 15-second segment in the Banff Festival promotional video trailer that was viewed over 92,000 times during the event. KORE also provided a “Kootenay Approved” Craft Gear Crate prize at the Festival’s World Tour Contest which took the campaign messaging to an audience of 250,000 in 250 communities. Another Festival highlight was an hour-long Fireside Chat where various KORE members presented their products, services, and thoughts on living in the Kootenay region of British Columbia.

“It was a treat to hear the official voiceover guy of the Banff Festival trailer say, “Make your next rad adventure Kootenay Approved,” says Pennock.

Videos, Podcasts and Success Stories

The campaign includes the “Come Make Gear Here” video featuring makers, marketers, as well as Tom Thomson, Executive Director of the Nelson District Chamber of Commerce, speaking about the value of working and playing in the Kootenays. This video led to the development of more episodes designed to inspire businesspeople to start up or relocate their companies to the Kootenays.

The KORE Outdoors Podcast shares strategies and insights designed to help creators in the outdoor equipment space move into the global marketplace. Six Kootenay business success stories about KORE members have also been captured on video. All these initiatives can be viewed through the KORE website.

The campaign also includes “Kootenay Approved” advertising in Kootenay Mountain Culture Magazine, the Banff Mountain Film Festival program, and other publications. A media tool kit has been created and is available by contacting KORE.

Continuing the momentum, KORE will again participate in the Banff Festival in 2025. Also coming up for Spring/Summer 2025 is the KORE rehub Gear Repair Tour, which will travel to 12-14 locations throughout the Kootenays, offering free gear repairs and DIY fixit information. As part of the rehub Tour, KORE has partnered with Selkirk College on a pilot project to assess the need and business case for an outdoor gear hardgoods repair service.

“We started out as am ambitious group with big goals, and have successfully collaborated on a host of projects,” says Pennock. “ETSI-BC has been a genesis of so many things we’ve done and is really instrumental to our success.”

Kudos to KORE for showing us how it’s done!

More News & Stories

ETSI-BC Announces Major Increase in Funding Levels for 2025

March 14, 2025 – The Economic Trust of the Southern Interior (ETSI-BC) is pleased to announce that its Board has approved new grant allocation levels for its Spring and Fall Funding Intakes, effective immediately.

Kamloops Food Hub Creates a Stir with Regional Supply Chain Initiative

In rural areas of BC, food hubs are an important way for local producers to grow their businesses through kitchen and equipment rentals, networking, mentoring and more. One food hub in the Southern Interior of BC is The Stir in Kamloops, an initiative of the Kamloops Food Policy Council. In addition to providing access to commercial kitchen, the Kamloops Food Policy Council is leading a region-wide food supply chain project, with funding from the Economic Trust of the Southern Interior. The project is helping producers in the Thompson Nicola Valley to market and distribute their products more efficiently and effectively, while also increasing access to local grown food.

Inspiring Example of Collaboration that Nurtures New Entrepreneurs

Behind many successful entrepreneurs in the Southern Interior region are post-secondary institutions that provide entrepreneurial training. A powerful example is the Kootenay Entrepreneurship Program (KEP), which is the result of a unique partnership between Selkirk College, College of the Rockies and the Kootenay Association for Science and Technology (KAST). These organizations decided to work together to broaden entrepreneurial skills development for youth, students and recent graduates in the Kootenay region. With support from the Economic Trust of the Southern Interior (ETSI-BC), the highly collaborative project is inspiring new products, businesses, services and jobs within the region.

Okanagan Study Explores Opportunities for Solar-Powered Communities

As increasing electricity costs and regulatory restrictions encourage the transition to solar energy, the Okanagan Circular Society (OCS) is demonstrating an innovative approach to community solar adoption. A feasibility study by the OCS confirmed the economic benefits of moving to community-powered solar in the region and it has created a scalable framework for implementing solar that builds community wealth and well-being. The Economic Trust of the Southern Interior (ETSI-BC) supported the 2024 study.

Better Data Makes for Better Business Support in Castlegar

The Castlegar Chamber of Commerce needed a new economic development tool that would help the organization better support the community’s existing businesses and support its capacity to grow. The unique customer relationship management system (CRM), developed by the Castlegar Chamber of Commerce in partnership with the BC Economic Development Association (BCEDA), has enabled key information to be gathered and analysed, as part of the Chamber’s Business Retention and Attraction Strategy, which was supported by the Economic Trust of the Southern Interior (ETSI-BC).

BC’s Central Interior has a New Regional Business Accelerator Service

After more than a decade helping entrepreneurs start up and grow, the Kamloops Innovation business accelerator has a new name, brand and communications plan to help broaden its reach throughout the Thompson, Nicola and Cariboo regions. Its new brand as the Central Interior Business Accelerator (CIBA) demonstrates its commitment to its entire region to help build entrepreneurial capacity and pave the way for more small and medium-sized businesses to adopt technology, increase productivity and efficiency, and retain and create jobs. The Economic Trust of the Southern Interior (ETSI-BC) provided funding for this re-branding and strategic communications project.

AI Webinars for Economic Developers in the Southern Interior

December 11, 2024 – Join us for a series of three one-hour online workshops to introduce economic developers to the transformative power of artificial intelligence (AI) and its practical applications in economic development.

Network of Economic Development Practitioners Growing in the Thompson-Okanagan with the Help of ETSI-BC

Read more about Robyn Cyr and the Thompson-Okanagan EDPN.

ETSI-BC Injects Over $800,000 to Fuel Economic Growth Across Southern Interior

December 9, 2024 – This season, communities in BC’s Southern Interior have a reason to celebrate. On December 6, 2024, the Economic Trust of the Southern Interior (ETSI-BC) approved $804,230 in funding to support 26 innovative projects worth $2.4M that will help grow and diversify the economy of the Southern Interior of BC.

ETSI-BC Spring 2025 Funding Intake Opens March 10

December 3, 2024 – ETSI-BC is pleased to announce Spring Funding Intake is open March 10 – April 11, 2025.