BUFFALO, N.Y. — Iconic landmarks such as the Statue of Liberty, Mount Rushmore and The Lincoln Memorial have taken on a new look as part of a brand campaign for The Maid of the Mist, one of America’s oldest operating tourist attractions. Marketing communications agency, Eric Mower + Associates, created the campaign after being tasked with revamping the brand to bring heightened awareness to its iconic boat tours at the base of Niagara Falls.
“Our research uncovered that many people view the Maid of the Mist as an American treasure and beloved tourist attraction,” said Tim Ruddy, Vice President of Marketing, Maid of the Mist Corporation. “We wanted our brand to highlight that viewpoint and better position us as an authentic, homegrown destination that, much like our nation’s monuments, is true to its American roots.”
The new campaign features the tagline: America’s Most Monumental Experience since 1846. Creative from the campaign includes three of America’s most well-known landmarks draped in the iconic, blue Maid of the Mist poncho.
“Taking a ride on The Maid of the Mist is a time-honored event that is enjoyed by people all around the world,” said Tom Merrick, Executive Creative Director at Eric Mower + Associates. “It was important that the brand celebrate that and communicate the thrill of an experience that can only be found in the United States.”
Leveraging a multifaceted approach to research, including primary research with Maid of the Mist passengers, EMA uncovered an insight that hadn’t yet been tapped into by the brand—pride in the Maid’s American roots. The campaign includes outdoor advertising, as well as consumer and trade print and online ads. The ad featuring The Lincoln Memorial has already started to run in the Northeast. Over the next year, a series of ads will roll-out in national and international tourism outlets. EMA also redesigned the Maid of the Mist website so that it took on the new brand look, as well as printed collateral.
The Maid of the Mist runs boat tours annually from April to October from its Niagara Falls, New York landing.