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Maid of the Mist: Marketing Campaign

A new strategy for a new era

The Maid of the Mist has been around for nearly two centuries. And the iconic Niagara Falls boat tour came to EMA looking to make a splash. With improved guest access and accommodations, as well as an enhanced retail operation, EMA recommended a bolder, theme-park-like marketing approach.

Our strategy was backed with compelling new creative that featured a dynamic call to action: Explore the Roar. The campaign drove record-breaking, recession-busting results. All told, we increased ticket sales and attendance by 20 percent, generated click-through rates that beat industry benchmarks, and gained the ability to zero in on feeder markets by using key performance indicators (KPIs).

Website homepage Print Ad Outdoor Ad

Key brand as friend driver: story

This iconic adventure on the Niagara is as great of a story today as it was 166 years ago. It’s a rich history that sets the Maid of the Mist apart from other attractions, and the Explore the Roar campaign told the unique story in new and exciting ways.

About Brand as Friend Learn more about Brand as Friend

Artboard 1


Maid of the Mist


Marketing Campaign


Travel + Tourism


Advertising, Data Analytics, Digital + Direct

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