Niagara Gazette — Iconic landmarks such as the Statue of Liberty, Mount Rushmore and the Lincoln Memorial have taken on a new look as part of a brand campaign for The Maid of the Mist.
Marketing communications agency, Eric Mower + Associates, created the campaign after being tasked with revamping the brand to bring heightened awareness to its iconic boat tours at the base of the Falls.
“Our research uncovered that many people view the Maid of the Mist as an American treasure and beloved tourist attraction,” said Tim Ruddy, vice president of marketing, Maid of the Mist Corp. “We wanted our brand to highlight that viewpoint and better position us as an authentic, homegrown destination that, much like our nation’s monuments, is true to its American roots.”
The new campaign features the tagline: America’s Most Monumental Experience since 1846. Creative from the campaign includes three of America’s most well-known landmarks draped in the iconic, blue Maid of the Mist poncho.
“Taking a ride on The Maid of the Mist is a time-honored event that is enjoyed by people all around the world,” said Tom Merrick, executive creative director at Eric Mower. “It was important that the brand celebrate that and communicate the thrill of an experience that can only be found in the United States.”
The campaign includes outdoor advertising, as well as consumer and trade print and online ads. The ad featuring The Lincoln Memorial has already started to run in the Northeast. Over the next year, a series of ads will roll out in national and international tourism outlets.
First Niagara sees rise in profits
First Niagara Financial Group reported that fourth-quarter profits increased when compared to a year ago.
The Buffalo-based bank said it earned $77.7 million during the fourth quarter of 2013, up from $61.1 million reported a year ago. But it was less than the $79.1 million First Niagara reported for the third quarter of 2013.
During the quarter, First Niagara’s loan portfolio grew by 9 percent led by its commercial lending and indirect auto businesses, along with rising balances on its customers’ home equity loans. Commercial loans were up 7 percent while consumer loans grew by 12 percent.
For all of 2013, First Niagara reported net income of $295.3 million, up from $168.4 million in 2012.