U.S. Travel presented the Destiny Award at its annual ESTO (Educational Seminar for Tourism Organizations) Conference on August 22nd in Minneapolis, MN. Destination Niagara USA and Visit Buffalo Niagara came out on top over other finalists in the niche marketing category from Travel Portland (Ore.) and Visit Kansas City.
U.S. Travel lauded the local agencies for the skillful implementation of the 2015-2016 Girlfriend Getaway Marketing Campaign, which used a multi-faceted approach of printed collateral, digital marketing and broadcast advertising to promote travel experiences in the area aimed at women in Southern Ontario. Scores of destinations from throughout the country competed for these highly-regarded awards. The campaign resulted in more than 46,000 visitor parties traveling to the area, consuming 82,000 hotel room nights and producing $66.9 million in spending across the Buffalo Niagara region, according to a study completed afterwards by Texas A&M University. Niche marketing was one of over one dozen award categories featured by U.S. Travel in an open competition designed to recognize excellence in destination marketing.
“From the start, they had a targeted, specific audience identified by research,” the U.S.travel judges noted. “The final result that didn’t measure just soft metrics, but rather hard-earned tourism dollars, stood out from the other entries.”
Patrick Kaler, president and CEO of Visit Buffalo Niagara, said the recognition was indicative of the quality of the work done to promote the Buffalo Niagara region to potential visitors. “Our marketing teams give 110 percent every day to tell the story of our region’s resurgence to potential travelers through aggressive marketing and media relations campaigns,” Kaler said. “Receiving this award puts the Buffalo Niagara region on a national stage among travel and tourism industry leaders and is a wonderful third-party validation of our efforts.”
John Percy, president & CEO of Destination Niagara USA added, “Collaboration is key to a successful campaign and we are so proud to have partnered with Visit Buffalo Niagara on this marketing effort. The results are extremely impressive and we look forward to future cooperative campaigns that promote our entire Western New York region to the world.”