Niagara Falls USA needed a strategy to stand out as a family vacation destination and to differentiate itself from the Canadian side of the falls. I really wanted to highlight all that there is to the area and encourage visitors to go “beyond the falls”. I created a series of evergreen campaigns with seasonal tie-in examples to showcase the unique history and natural wonder of the falls.
The final campaign “The World Changed Here” is intended to expand beyond simple banner ads, to include email and social media supplements that would go more in depth with fun facts and deep dives into the region to create organic interest and develop a brand identity that is sophisticated and educational, while still remaining accessible and fun.
Additionally, I designed a sweep of banner ads for a variety of target audiences, from couples and families to adventure seekers and shoppers. These ad campaigns brought in strong click-through rates across channels with a 17% CTR for paid search ads, compared to industry average of 4.68%.
