Maid of the Mist takes iconic marketing twist
By David Bertola Business First
In a new ad campaign for Maid of the Mist Corp., well-known American landmarks including Mount Rushmore, the Statue of Liberty and Lincoln Memorial are featured, but with a twist: each are draped in the iconic, blue Maid of the Mist poncho.
Eric Mower + Associates created the campaign after being tasked with revamping the brand to attract tourists at the base of Niagara Falls.
Maid of the Mist will be offering boat tours of the American side of the Falls from April to October. The company lost its long-held rights on the Canadian side of the cataracts to California-based Hornblower Cruises & Events Inc., which entered into a long-term pact with the Niagara Parks Commission.
Niagara Falls-based Maid of the Mist continues its contract with New York state. The new Maid campaign features the tagline: America’s Most Monumental Experience since 1846. The Lincoln Memorial versions have already begun running in the Northeast.
Over the next year, ads will roll out in national and international tourism outlets.