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).
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.
Maid of the Mist
Travel + Tourism
Advertising, Data Analytics, Digital + Direct
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