Buffalo Launched Billboard Campaign for Canadians
Visit Buffalo initiated a billboard campaign across Southern Ontario to promote goodwill toward Canadian neighbors.
Updated on Sept. 22, 2026 in Canada
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Should local communities prioritize maintaining friendly relations with international neighbors despite national political friction?
Visit Buffalo has launched a new billboard campaign across Southern Ontario and the Peace Bridge. The initiative serves as a gesture of goodwill to Canadian citizens following a period of political tension.
Why it matters
The campaign aims to foster positive relations between Buffalo and its northern neighbors. This effort follows strained political discourse and a notable decline in cross-border travel observed last year.
The billboard campaign will run for one month along Southern Ontario highways and at the Peace Bridge. This follows a year where Canadian border crossings rose by 3% following a sharp decline in 2025.
The players
Visit Buffalo
This organization is responsible for promoting tourism and economic development in the Buffalo region.
Buffalo Bills
The Buffalo Bills are a professional American football team based in the Buffalo metropolitan area.
The details
The billboards feature the message 'O Canada, We're Still Singing It, Love Buffalo.' The text references the singing of the Canadian national anthem at Highmark Stadium during a Buffalo Bills-Lions game.
Timeline
Canadian border crossings dropped sharply in 2025.
The Canadian national anthem was sung at Highmark Stadium on September 17, 2026.
Visit Buffalo launched the billboard campaign on September 22, 2026.
The campaign is scheduled to conclude in October 2026.
Roadmap
This campaign represents an effort to maintain cross-border tourism volume after recent political friction. It follows the pattern set by the 2026 Buffalo Bills-Lions game national anthem singing, extending that moment of unity to bridge the travel divide.
Travelers crossing at the Peace Bridge may notice the new signage while commuting through Southern Ontario this month. Those planning trips to Buffalo should note that the city is actively encouraging Canadian visitation following the recent increase in cross-border traffic.
The takeaway
Maintaining strong ties with neighboring regions is a key priority for local tourism officials in Buffalo. Travelers and residents alike can monitor cross-border traffic trends as a measure of regional economic health.
What happens next
The billboard campaign is scheduled to run for one month, concluding in October 2026.
Further reading
Learn more about the region in our Canada section.
Live Poll
Should local communities prioritize maintaining friendly relations with international neighbors despite national political friction?
