Maid of the Mist National Advertising Campaign

Maid of the Mist, a Niagara Falls boat tour company, came to EMA to gain an edge on their Canadian competitors in a new national advertising campaign. Key insight? Their competitor boarded passengers on the Canadian side of Niagara Falls while Maid of the Mist boarded passengers on the American side.

In response, we positioned Maid of the Mist as the American choice, draping their recognizable blue poncho across quintessential American iconography, including The Lincoln Memorial. The tagline, “America’s monumental experience since 1846,” fit perfectly.

This campaign won several awards for Maid of the Mist and EMA and was featured in AdWeek.