'I am Buffalo Niagara' replaced by new slogan that 'works'

by James Fink

"I am Buffalo Niagara" is history.

After a five-plus year existence as the primary tagline for the Buffalo NIagara Enterprise, the region's primary economic development marketing and outreach agency, has debuted a new phrase: "Buffalo NIagara: Where Life Works."

The new tagline was unveled during BNE's mid-year investor report on March 2.

Thomas Kucharski, BNE president and CEO, says the switch signifies a campaign focused on luring companies and people from out of town.

"I am Buffalo NIagara" was devised to not only sell the region to outside site selectors and economic development speialists, but also to local residents and businesses, Kucharski says, explaining that "Buffalo Niagara: Where Life Works" is a more externally focused campaign.

The BNE s[ent more than six months talking with its core markets about the new tagline. The general consensus, Kucharski says, was to come up with something that hyped the region.

The BNE has put the new tagline on its Web site and all publications, and is asking its members and investors to follow suit.

An outreach campaign in both the U.S. and Canada, highlighting the new tagline, is also under way.

The visuals attached to the campaign point out regional attributes including affordable residential real estate, attractive architecture, quick commutes and a location less than two hours from Toronto..