Visit Buffalo—formerly Visit Buffalo Niagara—introduced a new brand and marketing campaign, designed to recast perceptions of the New York city, bolster its local tourism economy, and attract more nationwide visitors.
The multi-million-dollar initiative will target markets such as Boston, Washington, DC and Chicago with “digital, video, outdoor billboards and social media advertising,” Visit Buffalo said.
“This is a pivotal moment for Buffalo’s visitor economy,” said Visit Buffalo CEO and President Patrick Kaler. “For the first time, we have the resources and visibility to share Buffalo’s story on a national scale.”
“This campaign is about more than tourism –it’s about redefining how the world sees Buffalo and celebrating the qualities that make this community remarkable.”
The current campaign underway, “That’s Buffalo For You,” uses “a series of two-word phrases spotlighting Buffalo’s unexpected contrasts and distinct personality,” Visit Buffalo said.
For example, Visit Buffalo said “‘Polished Grit’ celebrates reinvented industrial sites like climbing walls and beer gardens in old grain silos,” while “‘Refreshingly Spicy’ highlights Buffalo’s diverse food scene” and “‘Historically New’ captures the juxtapositions of restored landmarks – from the Richardson Olmsted Campus and the Lipsey Architecture Center now being built to the expanded Buffalo AKG Art Museum.”
Meanwhile, the abbreviated name change from Visit Buffalo Niagara to Visit Buffalo “aligns with the organization’s mission to attract visitors to Buffalo and Erie County,” Visit Buffalo said, adding that the campaign also includes a new logo: Visit Buffalo. Formerly.
“This brand comes directly from Buffalo’s people,” Kaler said. “We listened carefully, and what emerged is a message steeped in local pride and authenticity. This isn’t just about marketing – it’s Buffalo telling its own story.”
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