Visit Buffalo Launches New Multimillion-Dollar Campaign and Brand Initiative

Visit Buffalo today unveiled a multimillion-dollar tourism brand and marketing campaign aimed at reshaping the city’s image, expanding the local tourism economy, attracting new visitors from across the country and encouraging more media coverage from the press. The groundbreaking national effort will feature digital, video, outdoor billboards and social media advertising in target markets such as Boston, Washington, D.C., and Chicago.

“This is a pivotal moment for Buffalo’s visitor economy,” said Patrick Kaler, president and CEO of Visit Buffalo. “For the first time, we have the resources and visibility to share Buffalo’s story on a national scale. This campaign is about more than tourism — it’s about redefining how the world sees Buffalo and celebrating the qualities that make this community remarkable.”

The initiative is the most expansive brand redevelopment and advertising campaign in the four- decade history of Erie County’s nonprofit destination marketing organization. As part of the effort, there is an updated logo and a refined name: Visit Buffalo. Formerly Visit Buffalo Niagara, the new shortened version aligns with the organization’s mission to attract visitors to Buffalo and Erie County.

The reimagined brand identity and campaign are a thoughtful reflection of a city and region that are newly attracting visitors — and national and international media attention — with recent transformations like the redevelopment of the waterfront, the restoration of architectural landmarks, and the expansion of the Buffalo AKG Art Museum.

The advertising campaign now underway is called “That’s Buffalo For You.” This refrain follows a series of two-word phrases spotlighting Buffalo’s unexpected contrasts and distinct personality. They are also the headlines in a wide-ranging media and advertising strategy:

• “Polished Grit” celebrates reinvented industrial sites like climbing walls and beer gardens in old grain silos.
• “Refreshingly Spicy” highlights Buffalo’s diverse food scene with flavors ranging from wings to Yemeni coffee and James Beard–nominated chefs and restaurants.
• “Historically New” captures the juxtapositions of restored landmarks — from the Richardson Olmsted Campus and the Lipsey Architecture Center now being built to the expanded Buffalo AKG Art Museum.

The phrasing and concept reflect deep community insight and local pride. This message and campaign are steeped in local feedback. The new brand and identity emerged from a process that began in January with a series of listening sessions, interviews and workshops. About 25 artists, entrepreneurs and local leaders participated, providing the input that helped shape not just the campaign but the entire new brand identity. Their voices reflected what Buffalonians love most about their city.

“This brand comes directly from Buffalo’s people,” said Kaler. “We listened carefully, and what emerged is a message steeped in local pride and authenticity. This isn’t just about marketing — it’s Buffalo telling its own story.”

The new logo and advertising will be posted around the city for people to see — including illuminated night projections on the Statler Hotel, messages on the Buffalo Convention Center’s over-street walkway and on city buses.

Tourism, an increasing portion of the Erie County economy, is a $2.7 billion local industry. Spending from about 10 million annual visitors generates $268 million in local and state taxes and creates nearly 30,000 tourism-related jobs. This revenue provides each county resident with about $692 in annual tax relief.

Using a significantly increased share of the Erie County bed tax, Visit Buffalo expanded its advertising budget to nearly $3 million and hired a nationally recognized tourism-focused marketing agency, MMGY Global. The firm led the rebranding process launched in January.

The new advertising campaign has a broader reach than any previous effort. New advertising outside of Buffalo — on social media, websites and billboards — is targeting cities with direct flights to Buffalo: D.C., Chicago, Boston and Philadelphia. In addition, Buffalo’s new brand and advertising campaign is being shared in traditional markets such as Cleveland, Pittsburgh, Rochester, Syracuse and New York City.

This branding and advertising initiative aligns with Visit Buffalo’s expanded public relations efforts to increase national media coverage about Buffalo. In January, the organization retained the nationally recognized PR firm Lou Hammond Group and has since undertaken media missions in New York City and Boston to promote Buffalo to national travel media. Already in 2025, Visit Buffalo has hosted more than 30 travel writers on press trips — surpassing the total number hosted in all of 2024.

“We’re raising Buffalo’s profile in the travel media as well as in new markets,” said Kaler. “The combination of national advertising and national media coverage puts Buffalo in the spotlight like never before.”