We’re constantly exploring our relationship with Canada and its potential. Our connection with Hamilton (article of interest), Toronto and beyond, remains a relatively untapped resource, and there are individuals and organizations in Buffalo that would like to see a stronger bond when it comes to strengthening the region through the building of partnerships.
Visit Buffalo Niagara (VBN) has been exploring some of the ways that Canada can influence Buffalo and vice versa. One of the tools that some say might benefit the relationship is branding. Could a branding campaign be instrumental in forging closer ties with our Canadian counterparts? “We are trying to accomplish a number of things,” said Dottie Gallagher-Cohen, President & CEO Visit Buffalo Niagara. “One is to show appreciation to Canadians that are coming here to visit and to create a more welcoming environment for these visitors. In shopping alone, Canadians pumped over 930 million in our economy. Our hope there is that local businesses will work with us and embrace the use of this mark (see lead image) for themselves, it’s a simple “Thank you” gesture to express our appreciation.
“We also want to grow visitation and spending among Canadians and we will use this mark in our advertising and marketing efforts, and we hope our partners will as well, so that we have a unified brand that identifies the region as a great place to have fun.
“Finally, there is an internal campaign aspect to this as well, so that Buffalonians can embrace this emotional connection with our neighbors. We have better shopping options, better flight options, and our sports teams enjoy better attendance because of Canadians – simply put, Buffalo is enriched because of our geography. The population of the GTA and Southern Ontario is growing, and we are going to grow with it.”
After years of hoping that we would recognize the untapped potential that our Canadian neighbors offer, it’s good to see groups like Visit Buffalo Niagara exploring the vast potential at our doorstep. After all, Canada is Buffalo’s low hanging fruit when it comes to tourism. Currently VBN is looking for ways to best utilize the new ‘Buffalo Loves Canada’ mark, and is asking local businesses to embrace it, and the public “How might you use it?”