A statue of a seated President Abraham Lincoln wears the same blue poncho used by millions every year to keep away the mist of Niagara Falls.
So do Lady Liberty and a few other important figures in American history.
Those are the images of a new brand campaign being undertaken by the Maid of the Mist Corp., which will use the Statue of Liberty, the Lincoln Memorial and Mount Rushmore in national and international advertising over the coming year.
“Our research uncovered that many people view the Maid of the Mist as an American treasure and beloved tourist attraction,” said Tim Ruddy, Maid of the Mist vice president of marketing. “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 Maid of the Mist, which up until this year had been operating boat rides below Niagara Falls on both sides of the border uninterrupted since 1885, hired Eric Mower + Associates, which has an office in Buffalo, for the marketing campaign.
The campaign’s tagline: America’s Most Monumental Experience since 1846.
“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 for 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 will include outdoor advertising, as well as consumer and trade print and online ads.
The ad with the Lincoln Memorial has already started running in the Northeast.
Maid of the Mist Corp. is finalizing work on its $32 million boat storage facility, built on the site of the former Schoellkopf Power Station in the Niagara Gorge.
Starting this year, Hornblower Cruises has taken over operating the boat tours on the Canadian side of the border.