• by Fern Siegel , December 12, 2022

The integrated travel and hospitality marketing firm MMGY Global has acquired the outdoor-focused agency Origin.

Based in Whistler, Canada, the acquisition has been rebranded as MMGY Origin. Located in British Columbia, Origin was founded by Danielle Kristmanson and Marie-Josée (MJ) Legault more than 20 years ago. Both remain with the new entity, Legault as partner-managing director, and Kristmanson as partner-executive creative director.

Legault called the union “a powerful combination.”

The deal is a diversification move for MMGY, while boosting its Canadian operations. The company already has offices in Montreal.

"Origin deepens our bench of creative services and has a niche expertise in active lifestyle. There is only upside to Origin's unique understanding of Canadian markets. Origin's expertise in outdoor activities/sport includes Nordic and downhill skiing, hiking, snowmobiling and more," Katie Briscoe, president of MMGY Global and incoming CEO, told Agency Daily.

"That strategic perspective will be welcome to existing MMGY Global clients and also to Origin clients who are looking for expanded integrated marketing services, like public relations and paid media. This acquisition was about the unbridled creative talent of Origin," she added.

Origin has done work for various brands that cater to outdoor enthusiasts, such as Destination Canada, L.L. Bean, Vail Resorts, Tourism Whistler, Taos Ski Valley, Park City, Jay Peak Resort and lululemon.

MMGY Global will now have more than 500 employees and operate in 16 global markets: Austin, Chicago, Denver, Detroit, Fort Myers, Kansas City, London, Los Angeles, Miami, Montreal, New York, San Francisco, Vancouver, Vermont (Burlington), Washington, D.C., and Whistler.

Origin is the 11th acquisition by MMGY Global.The focus on international expansion will continue into 2023.