BUFFALO, N.Y. (WBEN).....A singer's dead mic coupled with the eve of a Buffalo Sabres-Montreal Canadiens playoff series has created a targeted marketing opportunity for Visit Buffalo.
In separate but related initiatives, Visit Buffalo has created a digital "Hockey Fan's Guide to Buffalo" and, at the same time has a hat trick of Southern Ontario billboards - including two in Toronto - that play off Sabres' fans, in an organic moment, began singing "O Canada!" when singer Cami Clune's mic died.
The singing of the Canadian national anthem went viral and drew lots of international coverage.
"It gave us a moment to reinforce how much Canada means to us," said Patrick Kaler, Visit Buffalo president and CEO.
Kaler said his agency was considering a number of strategic marketing campaigns aimed at Southern Ontario following the fans singing "O Canada" during the April 28th game.
But, when it turned out the Sabres were playing the Canadiens, it ratcheted up the urgency to create an instant campaign.
The "fans guide" was culled from similar ones Visit Buffalo has created for special events like the NCAA basketball tournament but the billboards were decided early Monday (May 4).
Each billboard reads "O Canada. We meant every word (with a heart emoji sign)...Buffalo"
One is by the terminus of the Queen Elizabeth Way near the Peace Bridge. The other two are along the Gardiner Expressway in Toronto.
All three billboards will remain up for at least two weeks.
This marks the second time in as many years that Visit Buffalo has posted 'Buffalo loves Canada' billboards in Toronto. The agency did a similar campaign last summer.
Pre-Covid and before President Trump's attempts to overtake Canada, Southern Ontario was one of the largest contingent of visitors to the region.
Canadians account, pre-Trump, for more than 18% of Buffalo Bills and Buffalo Sabres season ticket base.
The Sabres have been singing "O Canada!" before every home game dating back to the team's inception in 1970.
"We have a special connection with Canada," Kaler said.
Hockey fans have been making their way into Buffalo for the start of tonight's Sabres-Habs series.
Kaler said nearly all 1,000 hotel rooms in downtown are sold out, with some hotels getting $500 a night room rates.
Even some suburban hotels, like a few in Amherst, are getting $400 a night room rates because of the demand.
"Regardless of what happens with the games, we hope we piqued enough interest that fans might come back for another visit," Kaler said.
Tourism agency has targeted Canadian campaign underway
Tourism agency has targeted Canadian campaign underway
