The Challenge

The Indigenous Tourism Association of Canada (ITAC) retained Jelly to assist with their Original Original domestic marketing campaign in summer 2021. As travel restrictions began to decrease and Canadians began to plan trips again, we were tasked with encouraging them to enjoy a memorable holiday experience while staying within Canada and investing in our Indigenous economy. 

The Solution

Jelly’s strategy with the Original Original campaign was to promote authentic, Indigenous tourism opportunities within Canada to a variety of high-value travellers, including young families, adventure-seekers, cultural explorers and foodies. 

The rationale behind the campaign was that as the country began to open up after the initial months of the COVID-19 pandemic, we could help ITAC draw attention to the vast range of quality, authentic Indigenous travel experiences that exist close to home.

This was especially ideal as international travel restrictions were still in place for many, some felt a sense of increased loyalty about keeping their travel dollars in Canada and others were hesitant to travel abroad amidst the pandemic. Furthermore, the case was made that supporting the Indigenous economy is a practical step towards reconciliation in action.

We accomplished the above through a multi-faceted approach that included paid public relations, digital ads, multimedia design, and search engine optimization.  

The Results

Public Relations

Paid media and out of home campaigns ran regionally, nationally and internationally, including features in Culture Trip, Daily Hive, Narcity, CTV and Global News.

Digital Ads

Ad strategy development and execution promoted authentic, Indigenous experiences in specific regions throughout Canada, engaged distinct categories of high-value travellers and drove web traffic to the experience listings pages on the Destination Indigenous consumer website. 

Multimedia Design

Creative assets were developed for paid advertorials, out of home campaigns, national and international magazine ads, digital and display ads.

Search Engine Optimization

Audited the Destination Indigenous consumer-facing website, identified and made technical fixes and monitored keyword performance. 


Million Facebook Ads Impressions
Global News Article Views
million+ out of home poster campaign impressions
+ Facebook ad link clicks
increase in total web sessions
increase in domain rating

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