‘A Destination in a League of Its Own’
Niagara Falls USA is a destination that is well-known globally and frequently considered a bucket-list trip for visitors domestically and abroad. With the U.K. ranking at the top of the list for inbound travel to the destination, the team at Destination Niagara USA increased efforts to promote the iconic Niagara Falls in conjunction with the Buffalo Bills game in London.
A 30-second commercial with the tagline “A Destination in a League of Its Own” will air on SkySports and DAZN streaming services in the U.K. from Oct. 1-8 to coincide with the Bills game that will only be available via those channels. Sky Sports has an agreement with the NFL to broadcast games, and nearly 850,000 viewers are forecasted to see the Niagara Falls USA commercial through this platform. Those not in the U.K. can view the commercial here.
A press release stated, “The dynamic video showcases the exhilarating power of Niagara Falls USA and the thrill of football, and draws parallels between athletic competition and travel, both serving as sources of inspiration and excitement.”
Destination Niagara USA President and CEO John Percy said, “We want to create an awareness with Buffalo Bills fans in the United Kingdom that Niagara Falls USA is just a 20-minute drive from the City of Buffalo, and the two cities have activities that complement one another. Fans from other countries can travel to see a football game at Highmark Stadium and maximize their trip by visiting Niagara Falls USA as well.”
In addition to the commercial, a corresponding large-format digital ad showcasing Niagara Falls USA will be featured in London’s Waterloo station from Oct. 3-17. Waterloo station is one of the largest and busiest rail stations in the U.K., and is close to major tourist attractions.
The press release continued, “Engaging with the key commuter audience in London, this ad is expected to garner more than 1.6 million impressions. Destination Niagara USA will also launch a robust digital campaign, including Facebook and Instagram, targeting key audiences, while driving traffic to a landing page on the Niagara Falls USA website highlighting a variety of activities and experiences. Also, location targeting, known as geofencing, will be activated at Tottenham Hotspur and Wembley Stadiums during the three international NFL games this month in London.
Destination Niagara USA Director of Marketing Libby Tonellato said, “By creating a dedicated landing page for this campaign, it allows us to track the results and determine the efficacy of our marketing efforts. Currently, the United Kingdom ranks third after the United States and Canada when it comes to website traffic to the Destination Niagara USA website.”