Tourism Kamloops


Background: The annual Adams River Salmon Run has been taking place before the First Peoples arrived in the Thompson Shushwap region of British Columbia. Every four year there is a ‘dominant’ salmon run – these are truly awe-inspiring as millions of sockeye return to the place of their birth where they spawn a new generation and then die.
These mature salmon have navigated thousands of kilometres through the Pacific Ocean and yet by a miracle of nature found their way back to their birthplace.
Their fight to swim upstream to their inevitable end is one of the poignant events to witness and has served as a muse for First Nations legends.

The Work: For First Nations people, the salmon holds an auspicious place their world mythology. We worked with Tourism Kamloops to share the significance of this extraordinary event with New Canadians, in particular the Chinese speaking community of the Lower Mainland.
We executed a multi-platform campaign in Chinese language across web and print, including editorial development.