Visit Buffalo has unveiled its most ambitious rebranding in four decades: a multimillion-dollar campaign designed not only to attract visitors from across the country, but also to remind Buffalonians of their city’s rich culture and vibrancy.
The initiative introduces a streamlined name, Visit Buffalo (formerly Visit Buffalo Niagara), a refreshed logo, and a creative strategy showcasing the city’s unique character.
The advertising campaign, titled That’s Buffalo For You, leans into the city’s incredible personality. Ads will run in major US markets such as Boston, Washington DC, and Chicago.
“This is a pivotal moment for Buffalo’s visitor economy,” said Patrick Kaler, president and CEO of Visit Buffalo.
“For the first time, we have the resources and visibility to share Buffalo’s story on a national scale. This campaign is about more than tourism — it’s about redefining how the world sees Buffalo and celebrating the qualities that make this community remarkable.”
The campaign was built from the ground up, shaped by the voices of more than two dozen local artists, entrepreneurs, and cultural leaders who participated in listening sessions and creative workshops earlier this year. Their feedback and ideas became the foundation of the new brand identity — ensuring the story being told is truly Buffalo’s own.
Mr Kaler added: “The biggest surprise was realising the brand was already here, alive, and well in the voices of the people who call this place home. We heard the same themes echoing, whether it was from a chef in the kitchen, a business leader at the boardroom table, or a musician on stage: Buffalo is resilient, proud, and always ready to welcome you in. Our job wasn’t to invent; it was to listen. Once we did that, the story practically wrote itself.”
Built around two-word phrases, the campaign captures Buffalo’s mix of grit and sophistication, heritage and reinvention, tradition and innovation:
“Polished Grit” draws attention to industrial sites reborn as climbing walls, beer gardens, and cultural venues.
“Refreshingly Spicy” celebrates the city’s diverse food scene, from classic wings to Yemeni coffee to James Beard–nominated chefs.
“Historically New” underscores architectural treasures, including the Richardson Olmsted Campus, the Lipsey Architecture Center, and the expanded Buffalo AKG Art Museum.
“‘Polished Grit’ is Buffalo in a nutshell,” said Mr Kaler. “We have a tough exterior, shaped by history and winters, but look closer and you’ll notice the shine — our restored architecture, our vibrant cultural scene, and our strong will to reinvent ourselves without losing our edge. And ‘Refreshingly Spicy’? That’s the unexpected kick you don’t see coming, but can’t forget once you’ve tasted it. Sure, it’s about the food, but it’s also about the attitude. Buffalo doesn’t just follow trends; we set them with a wink and a grin.”
The phrases reflect that same community engagement — the collaborative spirit that guided the campaign’s creation from its earliest stages.
Christa Glennie, Food Editor at Buffalo Spree, participated in the sessions and said: “I hope the campaign shows both residents and visitors that Buffalo is overflowing with cultural depth and that special, rare kind of friendliness that is rooted in authenticity.” She added, “I see Buffalo as a place that is rich in a wide range of historical and contemporary cultural experiences, from incredible food and drink to world-class art and architecture, as well as excellent theatre and live music performances. There is no shortage of engaging experiences worth exploring.” Glennie also noted Buffalo’s accessibility, saying the city’s offerings are “available at relatively affordable prices compared to those of equally fascinating cities in the Northeast.”
Tiffany Gaines, Curator at the Burchfield Penney Art Center, was also involved in the listening sessions and shared: “I hope this new campaign will be an exciting opportunity to (re)introduce people to just how much Buffalo has to offer — whether it’s food, experiences, sports, arts and culture, history, or community.”
Ads will appear on social media, websites, and billboards in cities with direct flights to Buffalo, including Philadelphia, D.C., Chicago, and Boston, while also targeting traditional markets like Cleveland, Pittsburgh, Rochester, Syracuse, and New York City.
Tourism is a critical part of Buffalo’s economy. Visitors spend roughly $2.7 billion annually in Erie County, generating $268 million in taxes and supporting nearly 30,000 jobs — providing residents about $692 in annual tax relief. To expand its reach, Visit Buffalo increased its advertising budget to nearly $3 million – made possible through an increased allocation of Erie County’s bed tax revenue – and partnered with MMGY Global to guide the rebranding.
“We’re raising Buffalo’s profile in the travel media as well as in new markets,” said Mr Kaler. “The combination of national advertising and national media coverage puts Buffalo in the spotlight like never before.”
Buffalo’s resurgence has been years in the making, driven by waterfront redevelopment, restored architecture, and cultural investments such as the Buffalo AKG Art Museum expansion. With That’s Buffalo For You, Visit Buffalo hopes locals will see what visitors have long admired: Buffalo is a city full of creativity, resilience, and heart — and now the world is taking notice.
