Lincoln rebrands its tourism identity as ‘The Niagara Benchland’


Published October 19, 2021 at 2:42 pm

As the biggest social media influencers will tell you, branding is everything.

To that end, at their October 18 council meeting, Lincoln rebranded their tourism and destination brand, calling it “The Niagara Benchlands” as a way to ignite their five-year Tourism Strategy and Action Plan

“It is an exciting time for the Town of Lincoln and I am so proud of the collective vision that has created our new tourism brand and identity,” said Lincoln Mayor Sandra Easton after the meeting.

“The results of this initial stage of the project truly align with who we are, who we are becoming, and celebrate the uniqueness of what makes the Town of Lincoln so special.”

Paul Di Ianni, the Town’s Director of Economic Development and Communications, said they were confident that the new destination identity will resonate with Lincoln’s visitors, residents, and tourism businesses.

“A strong destination brand positions the Town to continue to move forward in being a premier choice destination for visitors and investors,” Di Ianni said.

Council believes Lincoln is in a position to embark on the next stage of the project to showcase key community attractions such as the craft beverage industry, value-added agriculture and eco-tourism. 

“The Niagara Benchlands brand allows us to leverage distinct attributes which increase visitation and visitor spending,” said Britnie Bazylewski, Tourism Coordinator for the Town.  “Initiating the new brand will set us up for continued economic prosperity post-pandemic.”

The newly established brand serves as strategic guidance as the Town looks to:

  • Be a competitive destination able to communicate strengths and opportunities to potential investors, visitors, and residents.
  • Provide further support in decision-making around development planning, investment attraction, retention, infrastructure investment, and public policy creation.
  • Create a unified voice and vision for Lincoln as a premier destination.

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