Buffalo Launches $3 Million Campaign to Boost Tourism

Visit Buffalo has initiated a significant rebranding effort with a multimillion-dollar promotional campaign aimed at attracting tourists and celebrating the city’s vibrant culture. This marks the first major rebranding in four decades, featuring a new name, Visit Buffalo (formerly known as Visit Buffalo Niagara), along with a refreshed logo and an engaging advertising strategy titled “That’s Buffalo For You.” The campaign is set to reach major U.S. markets, including Boston, Washington D.C., and Chicago.

“This is a pivotal moment for Buffalo’s visitor economy,” stated Patrick Kaler, president and CEO of Visit Buffalo. He emphasized the campaign’s aim to redefine perceptions of the city and showcase its unique character. “For the first time, we have the resources and visibility to share Buffalo’s story on a national scale,” Kaler added.

The campaign was developed through extensive collaboration with local voices, including over two dozen artists, entrepreneurs, and cultural leaders who participated in creative workshops earlier this year. Their feedback played a crucial role in shaping the new brand identity, ensuring it resonates with both residents and visitors.

Kaler explained, “The biggest surprise was realizing the brand was already here, alive, and well in the voices of the people who call this place home.” He noted common themes emerged from various participants: Buffalo is resilient, proud, and welcoming.

The campaign features distinctive two-word phrases that encapsulate Buffalo’s blend of grit and sophistication. “Polished Grit” highlights the city’s industrial sites transformed into climbing walls and cultural venues. “Refreshingly Spicy” celebrates its diverse food offerings, from classic wings to Yemeni coffee. “Historically New” underscores the architectural gems in the city, including the Richardson Olmsted Campus and the newly expanded Buffalo AKG Art Museum.

Kaler described “Polished Grit” as embodying Buffalo’s tough exterior shaped by history, coupled with a vibrant cultural scene. “And ‘Refreshingly Spicy’? That’s the unexpected kick you don’t see coming but can’t forget once you’ve tasted it,” he said.

Local experts, like Christa Glennie, Food Editor at Buffalo Spree, expressed hope that the campaign will showcase Buffalo’s cultural depth and the friendliness of its residents. “I see Buffalo as a place rich in historical and contemporary experiences, from incredible food to world-class art,” she noted.

The campaign is strategically targeting cities with direct flights to Buffalo, including Philadelphia and New York City, while also focusing on regional markets such as Cleveland and Pittsburgh. Advertisements will be featured on social media, websites, and billboards.

Tourism plays a vital role in Buffalo’s economy, with visitors spending approximately $2.7 billion annually in Erie County. This generates around $268 million in tax revenue and supports nearly 30,000 jobs, providing residents with about $692 in annual tax relief.

To enhance its marketing efforts, Visit Buffalo has increased its advertising budget to nearly $3 million, a decision supported by an increased allocation of Erie County’s bed tax revenue. The organization has partnered with MMGY Global, a marketing firm, to guide the rebranding process.

“We’re raising Buffalo’s profile in the travel media as well as in new markets,” Kaler said. He noted that the combination of national advertising and media coverage aims to position Buffalo in the spotlight more than ever before.

Buffalo’s resurgence is attributed to years of waterfront redevelopment, architectural restoration, and cultural investments. With “That’s Buffalo For You,” Visit Buffalo aims to reveal to locals the creative energy and resilience that visitors have long admired. The campaign seeks to elevate the city’s image and foster a renewed sense of pride among its residents, as the world begins to take notice.