The Niagara Parks Commission exposes visitors to the elements through its online and outdoor campaign promoting the “Niagara’s Fury” virtual reality show.
The campaign, developed by Toronto-based Larter Advertising, is the tourist attraction’s first advertising effort since opening last June, and taps into people’s obsession with the weather, said Rob Worling, creative director, Larter Advertising.
The billboards running in downtown Niagara, use headlines like “Glacial Devastation,” “Hurricane Force Winds,” and “Monumental Landslides” along with the question “Will you survive the Fury?”
“It’s the language of the news, it’s a big part of what people digest everyday—we used an extreme version,” Worling said. “We plastered those words all over Niagara Falls… that’s where you’ll experience all of this extreme weather…when you go into the attraction.”
A YouTube video includes a comedic weatherman delivering an extreme weather report followed by the Niagara’s Fury message.
The “Niagara’s Fury” show delivers a time-lapse lesson about the 10,000-year formation of the natural wonder complete with glacial snow, pelting rain and rumbling erosion, all building to 360-degree helicopter view of the Falls.
The $7 million “Niagara’s Fury” is the star attraction of a $38 million renovation of Niagara Falls’ Table Rock complex of restaurants and shops.
“We’ve been getting a lot of positive responses to the campaign,” Joel Noden, executive director of revenue operations and business development for The Niagara Parks Commission, said in a release. “We’ve plastered these giant words all over the city and you can’t miss them.”
The billboards runs until October, and the YouTube video is up indefinitely.
