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ITAC breaks Original Original campaign

The Indigenous Tourism Association of Canada has begun a new domestic marketing campaign promoting the Indigenous tourism industry. Called “The Original Original,” the campaign seeks to educate travellers, modernize perceptions of Indigenous experiences and rebuild the industry in the wake of the COVID-19 pandemic. The campaign consists of a video and poster series, as well as online materials at <>. Additional elements will be released through the summer and fall.

The campaign also introduced a new brand mark to allow consumers to identify and book experiences from Indigenous-owned tourism businesses nationally. The mark consists of two letter Os within each other, representing the world and the cycle of life, according to the organization. At the centre of the circles is a fire symbol divided into three parts, representing First Nation peoples, Métis and Inuit.

“‘The Original Original’ campaign is a reflection of our communities as they really are, diverse, authentic, empowered and current,” said Keith Henry, president and CEO of ITAC. “Our greater mandate at ITAC is to leverage tourism to help support the revitalization and broader understanding of Indigenous culture in a way that contributes positively to Indigenous communities. ‘The Original Original’ mark supports this mandate by helping travellers better distinguish and support authentic businesses and lift our voices.”

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