The North Shore Business and Improvement Association has unveiled new signs at the Overlanders and Halston Street bridges, welcoming visitors to the area.
The signage is part of the NSBIA’s latest branding campaign — “Explore Our Shore.”
The signs read “The Shore” and “Live, Dine, Shop, Play” spaced between tiny blue hearts — an apparent nod to the former “I Heart North Shore” branding.
The previous signage read “Kamloops North Shore Shopping & Business Area” and “Welcome Home.”
The new signs are in keeping with the NSBIA’s rebranding effort dropping the word “north” to be more inclusive of the entire area and distance itself from negative connotations associated with the phrase “North Shore.”
The signs follow the NSBIA erecting new banners along Tranquille Road and launching the website exploreourshore.ca as part of its new branding.