Delaware North, in collaboration with the New York State Office of Parks, Recreation and Historic Preservation, on April 16 took to Times Square in New York City to promote Niagara Falls State Park in a big way.
Known to be one of the busiest spots in the world, Times Square was turned into an experiential marketing campaign for the iconic destination, inviting the city to slow down and take a breath: “Reimagine Rush Hour.”
The marketing activation was a one-hour takeover of “The Beast” video billboard promoting visitation to Niagara Falls, coupled with a double decker bus custom-wrapped with scenic photography and equipped with water misters to imitate the mist off the iconic falls.
Delaware North Parks and Resorts team members donned the well-known Maid of the Mist blue ponchos and yellow Cave of the Winds ponchos and encouraged passersby to enter a social media sweepstakes sharing their Niagara Falls moment with the hashtag #NiagaraStateOfMind – entering for a chance to win a trip for two to Niagara Falls State Park.
Under its contract with New York State Parks, Delaware North operates food, beverage, retail and other visitor services at Niagara Falls State Park, and additionally executes a marketing program for the park.
“The goal was to generate buzz, awareness and visitation to Niagara Falls State Park” said Catherine Leitner, vice president of marketing for Delaware North Parks and Resorts and Patina Restaurant Group. “We wanted to inspire passersby to experience a little bit of ‘Niagara Falls in the City.’ Just a six-hour drive or a quick flight brings New York City dwellers back to nature and the wonder that is Niagara Falls.”
Leitner was also joined at Times Square by Scott Socha, group president for Parks and Resorts, Travel and Australia, Derek Zwickey, chief operating officer of the Parks and Resorts division, and Angela Berti, public affairs director for Niagara Falls State Park.
Times Square typically has some of the heaviest foot traffic in all of New York City and sees roughly 350,000 pedestrians daily pass through from around the world.
The Times Square activation follows weeks of widespread national media exposure for Niagara Falls State Park leading up to hosting NASA for the total solar eclipse earlier this month.
A recap video can be found here.