Initiative has teamed up with Globe Content Studio, the branded content division of The Globe & Mail, to launch a campaign for Indigenous Tourism Alberta (ITA), Explore Edmonton and Tourism Calgary. As part of the launch, the studio is helping to release In Good Spirit, a comic and audio series that brings stories about Indigenous travel in Alberta to life.

The audio and comic series, plus a bespoke digital experience, is launching in The Globe & Mail this month. To drive audiences to the online series, The Globe will feature abbreviated comic strips weekly in its Pursuits section throughout May. The project will also extend into mainstream pop culture, targeting comic fans during Toronto’s Fan Expo in August with an eight-page comic book zine distributed in comic bookstores, board game cafés and wildposting ads across the city. The Globe flight runs for eight weeks and ends July 4. The overall campaign extends through the summer and wraps up Sept. 4.

The comic has been illustrated by Edmonton-based Indigenous artist Kyle Charles – known for his work with Marvel and DC Comics – and features light-hearted, true stories from Indigenous tourism operators. Charles collaborated with Scott B. Henderson, who wrote the project. The four Alberta-based Indigenous storytellers featured in the project are Heather Black of Buffalo Stone Woman in Calgary; Keith Diakiw of Talking Rock Tours in Edmonton; Lilyrose Meyers, Knowledge Holder from Métis Crossing; and Lorrie Lawrence from I.A.M Collective in Edmonton.

Chelsey Quirk, CEO of Indigenous Tourism Alberta, says the project is a great way for people to connect with Indigenous cultures and start their reconciliation paths. “But we know some travellers have a misconception that these experiences are sombre and heavy,” she says. “Yes, important historical truths are covered, but warmth, humour and fun are part of so many Indigenous experiences, and we wanted to capture that in a way that gets past the stereotypes. We hope this creative project will encourage people to start thinking about Indigenous tourism differently.”