The Original Original Campaign was created by the Indigenous Tourism Association of Canada as a way to boost wide-spread recognition of authentic Indigenous experiences domestically as a part of their Destination Indigenous initiative.

President Keith Henry explains what they want is visitors to really recommend Indigenous experiences across Canada, they want Canadians to embrace Indigenous experiences, tell their family, tell their friends, that’s part of the new sort of tactical campaign thinking.  He says secondly they really want to reach more of their target audience in the country and often it’s thought of as an older sort of demographic and it’s not, it’s young families, it’s individuals, it’s anyone looking for experiences and wanting to learn more about Indigenous people, third they’re really trying to make sure that the target audience or visitors find the Indigenous experience and finally they want to make it easier for visitors to purchase.

             Henry adds they work with partners like Tourism Manitoba and the Manitoba Indigenous Tourism Association to have a national lens but support provincial and territorial content as well.