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Western National Parks Association selects MMGY Origin as its agency of record for branding

Chaco Culture National Historical Park
Night sky timelapse over Casa Rinconada at Chaco Culture National Historical Park.

Outdoor agency to develop a cohesive brand identity for major non-profit.

WHISTLER, BC – Outdoor marketing agency MMGY Origin announced a new partnership with Western National Parks Association (WNPA) as its agency of record for branding. WNPA is a nonprofit organization that partners with and supports the National Park Service to enrich the park experience for visitors now and into the future. It connects people to parks by creating products, programs, and services and believes all people deserve to experience the wonder and heritage of national park resources.

“We are thrilled to embark with MMGY Origin on this journey, supporting and driving stewardship of our 70+ National Park Service partner parks,” said WNPA President and Chief Executive Officer Marie Buck. “I am excited to take the next steps to advance our mission with a partner agency that shares our commitment to connecting people to the parks. In this work, we can continue to sustain and support the nation’s natural wonders, complex histories, and cultural heritage preserved in these beautiful and inspiring landscapes.”

WNPA joins an elite group of brand names in outdoors and tourism as MMGY Origin clients, including LL Bean, Smartwool, Tourism Whistler, Aspen Snowmass and more.

“This is a dream client for MMGY Origin,” said Founder and Managing Director Marie-Josee Legault. “Western National Parks Association aligns perfectly with our mission to inspire people to play outside and our ongoing commitment to protect the places where we play. We’re excited to dig in and make a difference.”

Through its partnership with WNPA, MMGY Origin will develop a consumer-facing brand architecture for the organization, encompassing visual expressions, taglines, and brand positioning to guide its continual growth across its 70+ geographically, historically, and culturally diverse destinations. According to Legault, this new identity will help deliver a healthy dose of awe-inspiring joy, happiness, and personal fulfillment while also appealing to broader, more diverse audiences. Key components of the brand partnership include a new campaign and a revitalized web presence.

“With a shared passion for inspiring outdoor adventure and personal fulfillment, this collaboration strengthens our mission to inspire all people to connect with these storied lands and one another,” said WNPA Chief Marketing Officer Michael Matthews. “Together we aim to empower our partner parks, leveraging tourism, travel, outdoor recreation, education and outreach, and retail to foster a deeper appreciation for the parks we support and the cultural heritage, history, and natural beauty they help protect.” 

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Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.