Destination Niagara USA, formerly the Niagara Tourism & Convention Corporation, today unveiled a new tourism marketing brand to increase awareness of Niagara Falls and Niagara County: "Niagara Falls USA, Where Adventure Comes Naturally."
"For those who would rather come and do, rather than just see, Niagara Falls is the embodiment of America's adventurous spirit," said John Percy, president and CEO of Destination Niagara USA. "The new brand reflects everything that makes our region an iconic national and international destination -- there's something to do here for everyone."
The Falls, historical attractions, arts and culture, shopping and dining, agriculture, and outdoor activities are all features of the area being promoted in the branding, which has been more than a year in the making. The new Destination Niagara USA travel guide includes an augmented reality feature as well as a digital trip-builder tool.
The new branding components will be incorporated into Destination Niagara USA's travel and tourism communications, as well as integrated marketing communications, including advertising, email marketing, trade shows, public relations, and digital marketing tools.
Destination Niagara USA spent more than a year conducting research to test the new brand components against a number of possible concepts with consumer focus groups and feedback from local community and travel-industry partners. Niagara County's $608 million annual tourism industry supports nearly 20 percent of the total workforce, making it the area's second largest employer.