Niagara Falls Tourism Reconnects Canadians Who Need Each Other Most

In a shift away from the destination marketing tropes commonly used in the tourism industry, Niagara Falls Tourism’s new campaign uses real people to remind Canadians that they do not need a reason to be together in Niagara Falls; they just need each other.

The inspiring ‘Who Is Your Occasion?’ campaign is a heartfelt reminder to make time for one another, evoking emotions following the separation, isolation and social distancing restrictions that have been in place this year. 

In the first television commercial of the campaign, Tyler, an adult grandson, tells his grandmother Eleanor that, “Quarantine has kept us apart, but I can’t just blame Covid. Because the last time we were really together, just the two of us, was way before that.” Continuing, “But I’m going to change that.” In the spot, viewers witness Tyler surprise his grandmother with a spontaneous weekend in Niagara Falls. The film captures the raw beauty of their time together enjoying many of Niagara Falls’ most iconic and fun attractions, and Tyler explains to her that, “This time, it’s not your birthday, or a holiday, or some special occasion. Because grandma, you are my occasion.”

“Too many of us wait for a special occasion to spend time with those we love. If this year has taught us anything, it’s that time spent together is even more precious than any of us realised,” said Janice Thomson, president and CEO at Niagara Falls Tourism. “‘Who is your occasion?’ shows that Niagara Falls is the destination you can choose with pure spontaneity, because when it comes to being with friends, family and loved ones, you’ve waited long enough. We are so excited for Canadians to rediscover Niagara Falls, and to rediscover each other with meaningful trips together.”

“Niagara Falls holds a special place in the hearts of all Canadians,” said Joel Noden, chair of Niagara Falls Tourism. “We all have our own stories of where we went, what we did, and most importantly, who we were there with. With this campaign, I hope more Canadians asks themselves “Who is my occasion?” and plan a trip to Niagara Falls to create new unforgettable memories with them.”

The campaign was produced with newly-appointed creative agency Zerotrillion, and includes film and photography that exclusively feature real people, real relationships and real emotion. 

Speaking of the appointment, Janice Thomson said: “Through a competitive pitch process, we selected Zerotrillion based both on the strength of their proposed platform “Who is your Occasion?”, as well as their depth of global experience in travel and tourism. With all of the challenges the tourism industry is facing this year, we felt the need to show the heart of why travel and time together is so meaningful. Our campaign does just that, and I couldn’t be more pleased for Canadians to see it.”

The campaign launches today with an integrated media buy, also handled by Zerotrillion, including TV, digital and out of home. The campaign will be further extended throughout the winter and spring with additional stories, content, stills and on-ground activations in Niagara Falls.

Funding for this initiative was provided by FedDev Ontario through their Regional Relief and Recovery Fund as a stimulus for businesses impacted by Covid-19. The support by the Federal Ministry of Economic Development, led by Minister Joly, is much appreciated.