Visit Buffalo Niagara

The Situation

Visit Buffalo Niagara (VBN) is Erie County's lead tourism marketing organization and promotes the Buffalo Niagara region as a convention, tourism and leisure destination. During the first half of the 20th century, Buffalo, New York was one of the most populous cities in the United States, with a booming economy based on manufacturing. With the decline of heavy industry, Buffalo's fortunes also declined, like many US cities in the "rust belt". The city is currently undergoing a renaissance, however, with its historic architecture being restored and repurposed, and a growing influx of young, entrepreneurial people who are creating an image for Buffalo as a thriving creative hub.

Field Day partnered with VBN to help drive tourism to Buffalo Niagara by Canadian, particularly those in the Golden Horseshoe and GTA. We initially conducted consumer research to identify the interests, needs, perceptions and biases of Southern Ontarians as they relate to Buffalo. This research helped us to identify the most viable target audiences for VBN. VBN had traditionally targeted affluent, middle-aged consumers who might be attracted to Buffalo's cultural attractions, including the world-class collection at the Albright-Knox gallery and the Frank Lloyd Wright designed "Martin House". Our research showed, though, that Buffalo's most viable audience was Millennials. They would be attracted to Buffalo's quirky, artistic character, its many one-of-a-kind activities, and that it was new, undiscovered and on the cutting edge.

The Strategy

Our campaign targeted Millennials in the GTA focused on the unexpected aspects of the Buffalo experience. We featured half a dozen attention-getting experiences that were unique to Buffalo, but rather than identifying the location of these experiences, we teased viewers with a web URL: findtheunexpected.com, where visitors would discover the destination and learn more about all that Buffalo had to offer. The campaign creative featured eye-popping animated watercolour overlays that conveyed a vibrant playfulness, and also grabbed attention in the cluttered online environment.

The four week campaign consisted of a series of 15-second online videos on Facebook, Instagram, Youtube and websites such as BlogTO, standard paid online ad units, wild postings in the downtown Toronto core, and restobar video advertising in downtown clubs and restaurants.

What we did

CONSUMER RESEARCH

Extensive consumer research to identify target audiences and their interests/biases.

CREATIVE CONCEPT

Positioning and messaging for the campaign.

CREATIVE PRODUCTION

Video production, online advertising, wild postings.