June 8, 2026 – Communities across British Columbia’s Southern Interior are set to benefit from a new round of investment through the Economic Trust of the Southern Interior. On June 5, 2026, ETSI-BC approved $1,011,000 in funding for 33 projects, representing a combined project value of $3 million. The funded initiatives will help communities diversify their local economies, support innovation, and respond to regional opportunities
Marketing “Kootenay Approved” Outdoor Recreational Gear to the World
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
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