Visit Buffalo Welcomes Hockey Fans with New Digital Guide and Southern Ontario Billboard Campaign
“O Canada, We Meant Every Word” message highlights spirit of connection ahead of Canadiens–Sabres series
As the Buffalo Sabres prepare to host the Montreal Canadiens, Visit Buffalo is rolling out a welcome for visiting fans with the debut of a new digital resource — the Hockey Fan’s Guide to Buffalo — and a trio of billboards in Southern Ontario designed to greet Canadian visitors before they even reach the border. The newly launched digital guide serves as a one-stop resource for fans traveling to the city, highlighting everything needed to plan the perfect hockey weekend. The guide features recommendations for pregame and postgame dining, must-visit brewpubs near KeyBank Center, and classic Buffalo experiences like the Buffalo Wing Trail. It also spotlights walkable downtown attractions, waterfront activities in the city’s growing Sports Entertainment District, and insider tips on where to celebrate a Sabres win, or catch highlights from around the league.
To extend that welcome across the border, Visit Buffalo has also launched a targeted billboard campaign in Southern Ontario. Placements include one at the terminus of the Queen Elizabeth Way near the Peace Bridge — a key entry point for Canadian visitors — as well as two highly visible boards on either side of the Gardiner Expressway, heading into and out of Toronto.
Each billboard features the message: “O Canada, We Meant Every Word. ♥ Buffalo”
The creative is a direct nod to a widely shared moment of goodwill during last week’s Sabres game against the Boston Bruins. Prior to the game, Buffalo fans joined together to sing the Canadian national anthem after a microphone malfunction interrupted the performance, a gesture that resonated across both countries.
“Interest in this series is already incredibly strong, with several downtown hotels nearing capacity for game nights,” said Patrick Kaler, president and CEO of Visit Buffalo. “There’s a real energy around this matchup, and it speaks to the connection between Buffalo and our Canadian neighbors. We’re proud to welcome fans from both sides of the border and showcase everything that makes this destination special, from the atmosphere inside the arena to the experiences waiting just outside it.”
Visit Buffalo is the destination marketing organization for Buffalo and Erie County, promoting the region for tourism, meetings and sporting events. By showcasing the area’s culture, attractions and hospitality, Visit Buffalo drives visitor spending and supports economic growth.
