BUFFALO, N.Y. – Nov. 4, 2011 – ( release ) This weekend, stories about Buffalo are appearing in two major papers – the Toronto Star and the Washington Post. Both were facilitated by Visit Buffalo Niagara (VBN).
In 2010, VBN conducted research in Toronto as part of its Buffalo. The For Real branding campaign, and the resulting data, showed that Torontonians had a narrow, out-of-date perception of Buffalo.
Based on this information, VBN developed a strategy to reintroduce the Ontario media to Buffalo, in an attempt to mirror VBN’s successes with American media in recent years.
In April 2011, VBN President and CEO Dottie Gallagher-Cohen and V.P. of Marketing Ed Healy hosted a dinner in Toronto for high-profile travel, arts and culture writers.
The Toronto dinner yielded a visit to Buffalo by Toronto Star writer Richard Ouzounian, whom VBN hosted in July. Ouzounian’s story about restaurants in Buffalo ran in the Star on Saturday, Nov. 5. (A second Star writer, Adrian Brijbassi, also visited Buffalo following the media dinner. His story, “Perfect Weekend: 2 days/2 nights in Buffalo,” ran in August.)
VBN has created a “Win a Foodie Weekend in Buffalo” advertising campaign with the Star to build off of tomorrow’s print story. It includes a print ad in the paper, and an email blast to the Star’s readers.
During the National Preservation Conference in October, VBN hosted freelance writer JoAnn Greco, who was on assignment from the Washington Post. Her travel and architecture piece about Buffalo appears Sunday, Nov. 6.
The stories serve as evidence that the Buffalo. For Real branding message – which focuses on art, architecture, history and culture – is resonating with out-of-town audiences.
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Visit Buffalo Niagara sells and markets our assets and attractions to visitors outside of the Buffalo Niagara region as a convention, tourism and leisure destination for the economic benefit of the community.