August 2008

Larter Advertising is extolling the virtues of nasty weather with its launch campaign for The Niagara Parks Commission.

In billboards dotting the landscape of Niagara Falls, people are being exposed to Glacial Devastation, Hurricane Force Winds, Monumental Landslides and more examples of extreme climate conditions.

The campaign message promotes Niagara’s Fury, a new attraction right at the brink of the Falls and part of a 38 million dollar makeover for Table Rock Center, the focal point of any visit to Niagara Falls.

“The main objective is to tap into people’s obsession with the weather,” says Rob Worling, Creative Director at Larter Advertising, and use it to drive home the message about Niagara’s Fury.” The campaign takes examples of extreme weather and asks the question. ‘will you survive the Fury.’

 

Niagara’s Fury is an immersive, multi-sensory attraction inside Table Rock Center where people experience 10 thousand years of intense geologic change. In a 360 degree virtual space they witness a state-of-the-art, high definition video showing how the Niagara region changed, from massive glaciers melting to its present day 13 storey waterfall. Throughout the show, people are exposed to intense cold, snow, water and thunder as part of the total sensory experience.

“We’ve been getting a lot of positive responses to the campaign,” says Joel Noden, Executive Director of Revenue Operations and Business Development for The Niagara Parks Commission. “We’ve plastered these giant words all over the city and you can’t miss them”, he adds.

The on-line campaign includes a comedic TV station weatherman delivering an extreme weather report followed by the Niagara’s Fury message. 

Chris Pope of Larter Advertising says, “We looked at many different ideas and ways to communicate this new experience and found the concept of the weather to be the strongest message.”

Niagara’s Fury opened its doors to the public on June 22. The outdoor campaign runs until October 2008.

Contact

Brian Larter, President & CEO
email. bwlarter@larter.ca
tele. 905-727-6978 ext. 222

Rob Worling, Creative Director
email. rworling@larter.ca
tele. 905-727-6978 ext. 239

Chris Pope, Senior Account Director
email. cpope@larter.ca
tele. 905-727-6978 ext. 236

 

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