NIAGARA FALLS TOURISM
Alessia Cara Live from Niagara Falls
IMPRESSIONS
385M
The TV special generated 385 million impressions, catapulting the destination back into the zeitgeist.
NEW VISITORS
173,000
The Niagara Falls booking site experienced a substantial increase in traffic, recording a remarkable 173,000 visits during the campaign period.
Harnessing the influence of both media and late-night entertainment tv, we elevated our campaign to widespread coverage, transforming it into a pop culture sensation.
Our Approach
Strategy
To keep Niagara Falls top of mind as a world-class destination for live music, we partnered with Grammy-winning artist Alessia Cara to release her new album over a 1-hour TV special filmed at iconic locations across Niagara Falls.
Execution
We secured a spot on The Late Show with Stephen Colbert to debut Alessia Cara’s new single filmed at Niagara Falls. We collaborated with Niagara Falls Tourisms stakeholders to craft a press release and embargo around the special, securing coverage in regional, national and international publications.
Impact
The segment debuted on The Late Show with Stephen Colbert, followed by MTV Fresh Out Live. The 1-hour TV special was broadcast across Canada. Extensive coverage from prominent outlets, as well as dozens of national and regional publications, raised awareness and viewership, leading to hundreds of millions of impressions and tens of thousands of visitors to the Niagara Falls Tourism booking site.
Featured In
Alessia Cara Performs
‘Sweet Dream’ in Front of Niagara Falls on ‘Late Show With Stephen Colbert’
Alessia Cara TV Special filmed in Niagara Falls airing this weekend
Alessia Cara Releases Niagara Falls Performance on YouTube
