Origin, award-winning tourism and outdoor-focused creative, content and strategic marketing agency based in Canada, announced today its partnership with Idaho-based White Cloud Communication as its communications strategy, public relations and awareness partner.
White Cloud will spearhead growing Origin’s position in the industry and build on Origin’s commitment to protecting the outdoors. While Origin is known for expert marketing strategy, design, content creation and award-winning work in travel and resort tourism, the agency is devoted to supporting outdoor brands that align with their core values. Recent partnerships with companies such as L.L. Bean, Lululemon Athletica, MEC and Arc’teryx have resulted in successful campaigns and creative content that authentically connect with communities and consumers. White Cloud will also promote Origin’s capabilities as the company grows and expands its office presence in the United States.
“Origin’s mission is to inspire people to get outside,” said MJ Legault, partner at Origin Outside. “We seek partners that allow us to further that mission in the work we do, and we felt a natural connection to the White Cloud team. We are excited about this partnership and to find new ways to tell our stories.”
Origin’s Founding Partner and Creative Director Danielle Kristmanson boasts a wealth of expertise in mountain sports and tourism marketing. Her work with brands such as L.L.Bean, MEC, Arc’teryx and North America’s preeminent ski destinations including Whistler Blackcomb, Park City Resort UT, Breckenridge Resort, Taos Ski Valley, Sun Valley, and Squaw Valley among others has positioned her as one of the industry’s leading creative strategists and brand development specialists.
Co-Founder and Partner MJ Legault, one of the mountain sports industry’s leading marketing strategists, is a driving force at Origin. Legault’s extensive ad agency expertise and execution of innovative action-sport campaigns have benefitted brands such as Jay Peak Resort, Salomon, The North Face, Lululemon, Rocky Mountain Bicycles, Taos Ski Valley and Smartwool, among others. Legault is also one of four board directors for Protect Our Winters Canada, which unites the outdoor sports community in Canada to take action against climate change.
“White Cloud has a passion for supporting female founders, elevating women in business and getting more people into the outdoors and under the open sky,” said Cassie Abel, founder and director of White Cloud Communication. “It is an honor to collaborate with Origin and share the inspiring, beautiful and distinctive stories they are producing for their clients. We aim to shine a brighter light on these stories but also on the passion, creativity and values that live behind the Origin brand.”
Origin’s niche provides a deep and rare understanding of the outdoor sport and tourism industries and what makes their consumers tick. The agency’s work is founded in insights and commitment to the outdoors. Beyond developing stories for its clients, the Origin leadership team plans to actively share key industry insights through a curated monthly newsletter and quarterly educational webinars.
