How Huu-ay-aht First Nation Used Indigenous Marketing to Build a Cultural Tourism Brand

Overview

When the Huu-ay-aht First Nations set out to share their culture and natural beauty through Kiixin , they needed more than a standard marketing plan. They required a partner who understood Indigenous storytelling, respected their vision, and could translate that into a tourism strategy that honorued their heritage while driving real results.

That's where Bold Ink came in. This case study explores how we collaborated with Huu-ay-aht to develop and execute a comprehensive Indigenous marketing strategy that brought their tourism vision to life.

The Challenge: Building Tourism from the Ground Up

Huu-ay-aht faced a unique set of challenges as they prepared to launch their Kiixin Tours. Kiixin is the traditional capital village of the Huu-ay-aht, and is the only known First Nations village—out of more than 100 villages on the southern B.C. coast—that still features significant, standing traditional architecture. In 2017, the Huu-ay-aht decided to offer cultural tours of the National Historic Site, not only to share their rich history with visitors, but also as a way to keep their culture alive among their people.

To achieve this, the Nation recognized the need to create a brand story that honoured their deep cultural roots, while also appealing to visitors. This strategy would also support their longer-term goal of developing a tourism hub that connected their sites and properties throughout the Bamfield area.

The Executive Council knew what they wanted to achieve but needed strategic guidance to:

• Develop a cohesive tourism brand that authentically represented Huu-ay-aht culture

• Create marketing materials that would resonate with potential visitors

• Build awareness for a brand-new tourism offering in a competitive market

• Establish clear messaging that balanced cultural sensitivity with commercial viability

  
  

Like many small organizations, Huu-ay-aht didn't have dedicated marketing leadership in-house. They needed someone who could take their vision and transform it into actionable strategy—and do it right.

The Solution: Strategic Indigenous Marketing Partnership

Bold Ink approached this project with the understanding that Indigenous marketing requires specialized knowledge, cultural awareness, and genuine partnership.

We began by listening. Our team worked closely with Trevor Cootes and the Huu-ay-aht Executive Council to understand their goals, values, and vision for Kiixin. This collaborative foundation allowed us to develop a strategy that was both culturally appropriate and commercially effective.

Our approach included:

Brand Development: We crafted a tourism brand that authentically reflected Huu-ay-aht heritage while appealing to modern travelers seeking meaningful experiences.

Strategic Planning: We developed a comprehensive tourism marketing strategy that outlined clear objectives, target audiences, and tactical approaches.

Content Creation: Our team produced marketing materials that told the Huu-ay-aht story with respect and impact, from website copy to promotional content.

Implementation Roadmap: We provided clear guidance on how to execute the strategy, ensuring Huu-ay-aht had the tools and knowledge to move forward with confidence.

Implementation: Bringing the Vision to Life

The implementation phase required careful coordination and cultural sensitivity. We worked alongside Huu-ay-aht team members to ensure every element aligned with their values and vision.

Our collaborative process involved regular check-ins, iterative feedback, and adjustments based on the Executive Council's input. This wasn't about imposing a one-size-fits-all solution—it was about co-creating something that truly represented Huu-ay-aht.

We delivered tangible assets including:

• A comprehensive tourism marketing strategy document

• Brand guidelines specific to Kiixin Tourism

• Marketing collateral ready for launch

• Implementation timelines and milestones

• Recommendations for ongoing marketing efforts

  
  

Throughout the process, our team drew on expertise in Indigenous marketing to navigate the unique considerations of promoting First Nations tourism. We understood that success meant more than just visitor numbers—it meant sharing Huu-ay-aht culture in a way that honoured their traditions while creating sustainable economic opportunities.

The Results: Honouring Culture and Authentic Brand Storytelling

The collaboration between Bold Ink and Huu-ay-aht produced results that exceeded expectations. Trevor Cootes, Executive Council member, captured it perfectly:

“BOLD INK STRATEGY WAS AMAZING IN THE WORK THEY DELIVERED FOR HUUAYAHT. THEY WERE ABLE TO TAKE OUR VISION AND GOALS FOR OUR KIIXIN TOURISM STRATEGY AND TOURS AND DELIVER A A TOP NOTCH PRODUCT. LINDSEY’S EXPERIENCE AND BACKGROUND DEFINITELY SHOWS IN HER WORK AND COMMITMENT. ”

The success of this project demonstrates what's possible when you partner with a marketing agency that understands your unique needs. Huu-ay-aht received:

• A complete tourism marketing strategy they could implement immediately

• Professional marketing materials that authentically represented their brand

• Clear direction for launching and promoting Kiixin Tours

• The confidence to move forward with their tourism vision

Beyond the deliverables, this partnership established a foundation for Huuay-aht to build their tourism offerings with strategic clarity and cultural integrity.

Visit the Kiixin Tours website to take your own Journey with the Huu-ay-aht and their Ancestors.

Partner with a Team That Honours Your Heritage

The Huu-ay-aht case study illustrates the immense power of a marketing partnership rooted in respect. When you’re launching a new venture—whether it's a cultural tourism destination, a product line, or a community service—you need more than standard advertising. You need a strategic partner who understands the unique landscape of Indigenous marketing.

At Bold Ink, we go beyond traditional agency services. We specialize in working alongside Indigenous organizations to translate deep-rooted community values and cultural nuances into compelling brand stories. We understand that your history is your greatest asset. Our approach combines strategic precision with cultural sensitivity, ensuring your brand resonates with modern audiences without ever compromising your heritage. We listen first, plan thoughtfully, and deliver work that your community can be proud of.

Ready to elevate your organization’s presence with a strategy that respects your roots? Contact Bold Ink Strategy today to discuss how we can help your vision thrive.

For more information on our work with Indigenous organizations, pleased click here.