The Project

Plan to be Spontaneous

Not every trip needs months of planning. Sometimes the best memories come when you just go.
With “Plan to be Spontaneous,” we repositioned Niagara Falls as the perfect last-minute escape for adults—whether that’s a romantic weekend or a getaway with friends.
The campaign spotlighted nightlife, casinos, spas, and the ease of turning a regular day into an unforgettable weekend. Using whip-pan transitions, our films captured the immediacy of spontaneous fun, while headlines like “Make your next night out a weekend getaway” reinforced the message across digital, social, and out-of-home channels in both Canada and the U.S.
By focusing on mindset instead of demographics, we reframed Niagara Falls as more than a family destination—an accessible, high-energy playground for adults, just a short drive away.

The Results

Bookings. Lots of bookings. Over 275,000 people planning their spontaneous trip to Niagara Falls via our booking portal.