Buffalo, New York, has launched a groundbreaking tourism brand and marketing initiative in an effort to revitalise its tourism economy. Visit Buffalo unveiled a multimillion-dollar campaign aimed at reshaping the city’s image and broadening its appeal across the nation. By leveraging national advertising and local pride, the initiative hopes to not only attract new visitors but also highlight the city’s distinct charm and transformation in recent years.
A Strategic Focus on National Visibility
The newly minted branding and advertising campaign titled “That’s Buffalo For You” is designed to elevate the city’s presence in key markets across the United States, including Boston, Washington D.C., and Chicago. These cities have been identified as prime sources of potential visitors, drawn to Buffalo’s blend of historical charm, urban revitalization, and emerging cultural scene.
The campaign, which includes digital, video, outdoor billboards, and social media advertising, marks the largest brand redevelopment effort in the four-decade history of Erie County’s nonprofit destination marketing organization. The campaign’s goal is not merely to promote tourism but also to change how the world perceives Buffalo. By reaching national audiences, Buffalo hopes to redefine its image from a once-industrial city to a vibrant cultural and tourism destination.
Buffalo’s New Identity: A Brand Built on Local Pride
Central to the new campaign is the refined branding and updated logo of Visit Buffalo, previously known as Visit Buffalo Niagara. The new logo reflects the city’s ongoing transformation, with a focus on its rich heritage, modern attractions, and welcoming atmosphere. This updated branding is paired with a deeper emphasis on authenticity and local pride, with the campaign’s messaging emerging from a comprehensive process of listening to local voices.
Several listening sessions, interviews, and workshops were conducted throughout the year to ensure the campaign represented the city’s true essence. In total, around 25 local artists, entrepreneurs, and community leaders contributed to shaping the message that now defines Buffalo’s tourism narrative. The result is a powerful campaign grounded in local authenticity, celebrating both the city’s past and its exciting future.
Showcasing Buffalo’s Vibrant Contrasts
The “That’s Buffalo For You” campaign revolves around a series of two-word phrases that capture the distinctive qualities of the city. These phrases highlight the contrasts that define Buffalo’s unique character, emphasizing its reinvention while remaining deeply rooted in its history.
- “Polished Grit” celebrates the city’s industrial past and its creative rebirth. It spotlights the transformation of Buffalo’s once-abandoned industrial spaces into vibrant, new attractions like beer gardens and climbing walls housed in old grain silos.
- “Refreshingly Spicy” focuses on the city’s diverse food scene, highlighting Buffalo’s iconic wings and lesser-known culinary gems such as Yemeni coffee, as well as acclaimed chefs and restaurants that have received James Beard nominations.
- “Historically New” underscores the city’s dedication to preserving its architectural heritage while embracing modern development. The revitalization of historic landmarks, such as the Richardson Olmsted Campus and the upcoming Lipsey Architecture Center, as well as the expansion of the Buffalo AKG Art Museum, are key highlights of this theme.
Each of these expressions aims to draw attention to Buffalo’s unique ability to balance the old and new, celebrating both its storied past and its ongoing reinvention.
Strategic Investment in City-Wide Advertising
As part of the rebranding effort, Buffalo’s new logo and messaging will be prominently displayed across the city, creating a strong local presence for the campaign. Illuminated projections on the Statler Hotel and messages on the Buffalo Convention Center’s over-street walkway will ensure that both locals and visitors are continually reminded of the city’s transformation. The branding will also be featured on city buses, further integrating Buffalo’s new image into daily life.
These visual displays are just one part of the broader advertising strategy aimed at attracting tourists to the city. By focusing on both digital media and traditional billboards, Visit Buffalo is ensuring that the message reaches a wide range of potential visitors, from younger, digitally savvy travellers to more traditional tourists.
A Tourism Economy Ready for Growth
Buffalo’s tourism sector plays a vital role in the local economy. With tourism contributing an estimated $2.7 billion annually, the city is keen to expand its reach. Each year, approximately 10 million visitors generate $268 million in local and state taxes, supporting nearly 30,000 jobs related to tourism. This new campaign is designed to build on that success, encouraging more tourists to explore Buffalo and its many attractions.
The city’s recent investments in infrastructure and cultural projects have helped set the stage for growth. Notable initiatives include the redevelopment of Buffalo’s waterfront and the expansion of cultural institutions like the Buffalo AKG Art Museum, which are expected to attract even more visitors. This ongoing investment in cultural tourism is aimed at not only enhancing the visitor experience but also ensuring that Buffalo remains a competitive destination in the national and international tourism markets.
The Path Forward: Expanding Buffalo’s Tourism Reach
Looking ahead, Buffalo’s tourism industry is poised for continued growth thanks to investments in branding and infrastructure. The new marketing campaign and brand overhaul give the city the tools it needs to compete with other major cities in the United States, making Buffalo a compelling tourist destination. Buffalo is establishing itself as a must-see destination by emphasising the city’s cultural diversity, historical preservation efforts, and innovative redevelopment projects.
Ultimately, the “That’s Buffalo For You” campaign’s success will be determined by its ability to generate national interest and convert it into real-world tourism. Buffalo hopes to attract visitors from all over the country by creating a more visible and compelling narrative about the city’s distinct identity, bolstering its tourism economy for years to come.
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