Client: Tourism Niagara-on-the-Lake
Agency: The Backroom Agency
Project: Magazine Advertisement

Niagara-on-the-Lake, also known as the Culinary Capital of Canada, is home to world-renowned wineries, five-star hotels and inns, and shops.

About the project

The client had booked an advertisement in Grand Luxury Travel magazine. This ad would go alongside an article that the publication was writing about the region. The client wanted a look and feel that would highlight the events and attractions of the town, as well as drive new and younger visitors to the area. The client liked the feeling that ‘Only in Vegas’ had with their tagline. After some collaboration and back-and-forth came the tagline: “Experience the Niagara-on-the-Lake Effect.” Using this new tagline, a design concept was created around the feeling that visitors would only get when experiencing the town and being exposed to the history, attractions, food and wine.