Niagara Original is a new regional brand for Niagara, which will enable us to create our unique story and tell it to the world. If we collectively adopt the logo and the valuable meaning behind it, we will be able to capture the attention of the traveling public, investors, media and residents. Niagara will benefit from the growth it will generate in both tourism and economic development.

The "n" brand creates a powerful image in people's minds. It takes all of the positives that people associate with Niagara and presents it in a more compelling manner. Consumers look to trusted sources for products and authentic experiences, and people respond to a trusted reputation and familiar brand. By using Niagara Original, we can distinguish ourselves as a preferred choice for customers, investors and visitors. It is a symbol for those who want to create and deliver the Niagara experience and the more of us that use it, the more of a presence Niagara will have in the marketplace. Ultimately, Niagara Original is an idea about who we are and a promise to the consumer of what is possible here. It represents a unique way of thinking living and doing business; a quality product or service designation, the Niagara badge of honor, a unifying force, a flexible creative platform designed to integrate and transmit an impactful communications style for the region. Together, we can define the "Niagara experience"!

Who can use it?
Any business committed to delivering the Niagara experience can use the brand. We only ask that you use it properly. Download the Brand User Agreement form from this website and submit it to certify you agree to the brand guidelines. Niagara Original administrators must approve all users.

How much does it cost?
It's free. There is a nominal charge of $5 for 3 years to be a licensed user.

Go to the Niagara Original website and read the BrandBook. You can also download the logo and sectoral icons. Consider these steps before using the logo or icons:

How can I use the brand?

• Co-brand your communications by using the Master Brand logo (The Red 'N') or the sectoral icons on your stationery, brochures, website, signage, etc...
• Use the brand concepts in your advertising, publications and communications.
• Discover how "Niagara Original" can apply to your business and promote it.
• Encourage your associates to join the movement to celebrate Niagara's unique strengths and characteristics.

How did we create Niagara Original?
Effective branding requires looking at products from the viewpoint of the customer and investor. We conducted extensive internal and external research to develop a brand that would resonate with potential consumers. Our groundwork confirmed the need for an authentic and compelling positioning, one that we could all agree on and support. The Niagara Original positioning was developed through a series of workshops and was shaped through a number of consultations throughout the entire region, including individual stakeholder interviews, municipal group interviews, workshops, 1,650 traveller interviews and individual business leader interviews. Niagara is already a global brand that enjoys great recognition due to being the home of a global icon. However, according to consumer research we recently commissioned by Longwoods International and The Strategic Counsel, current perceptions of Niagara are as a low-yield day trip for tourists, too few of whom ever get beyond the "lip of the Falls".

The reality is that our research shows that visitors to the region come away extremely impressed and we have the goods to become a top destination for tourists and investors by stressing our competitive advantages as a "unique touring destination" with an extraordinary variety of things to see and do. Niagara is seen as a place worthy of business investment due to such factors as: quality of life in the region, affordability and cost advantages, availability of serviceable, affordable land, location, low development fees, transportation links and networks for distribution and shipping, strong manufacturing base and strong post-secondary institutions.

We learned that Niagara's brand promise must be simple, and effectively communicate a clear message to the consumer. Niagara Original supports our region's strategic direction. It is truthful, meaningful, and authentic, works globally and differentiates us.