Visit Buffalo Niagara won the U.S. Travel Association's top honors for its Unexpected Buffalo campaign, bringing home the Destiny Award for branding and integrated marketing campaigns on the local and regional level.
The marketing push featured the Unexpected Buffalo mascot, a buffalo engaged in activities around Buffalo, including kayaking and sampling craft beer. The campaign debuted last year, comprising a 30-second TV commercial, print advertisements as well as other traditional and digital placements in Toronto, Rochester, Erie, Pittsburgh and Cleveland. The mascot also had his own Twitter handle and Facebook Messenger chatbot.
Visit Buffalo Niagara is a tourism bureau that markets the region to tourists and visitors as a travel destination. The award was given at the U.S. Travel Association's annual Educational Seminar for Tourism Organizations Conference in Arizona.