McCann Canada Thinks Niagara Falls Should Be the 8th Wonder of the World

By Erik Oster 

McCann Canada launched a new campaign for the Tourism Partnership of Niagara calling for Niagara Falls to be named the Eighth Wonder of the World. (Is this an official list? Serious question.)

A 30-second spot informs viewers that the Eighth Wonder of the World title is up for grabs and that Niagara, Canada is claiming it. But it doesn’t stop at promoting the well-known travel destination. It also touts Niagara as having “the finest ice wine, over 450 km of bike trails,” the juiciest peaches and, pivoting back to the falls, provide a natural source of “epic freaking rainbows.”

The spot also introduces the hashtag “#Claimthe8th” which functions as part of the campaign’s social media push, calling on viewers to “Tweet post and share all the reasons Niagara, Canada deserves to the the one and only eight wonder of the world.” Relying on such a social push to further promote the site makes sense, as does the spot using it as a jumping off point to list other reasons to visit Niagara. Another spot in the campaign, which runs through the end of the month, lists the other sites that claim the eight wonder distinction, while claiming Niagara is the only truly deserving site, and a third spot touts its “Guaranteed Rainbow” and another asks “Shouldn’t the eight wonder of the world be wonderful at night” over footage of the Taj Mahal’s majesty fading with the coming of darkness.

“We thought the best way to put Niagara on the map as a global destination was to acknowledge it as the eighth wonder of the world,” McCann Canada CCO Darren Clarke told Adweek. “And it has every right to lay claim to that distinction. Problem was, a lot of other attractions were claiming to be the eighth wonder too. So instead of just adding Niagara to the list of eighth wonders, we challenged the other attractions to settle this thing once and for all.”


Client: Tourism Partnership of Niagara
Project Name: #Claimthe8th
Agency: McCann Canada
Chief Creative Officer: Darren Clarke
Executive Creative Director: Josh Stein
Creative Director: Troy McGuinness
Creative Director: Cam Boyd
Agency Producer: Jacqueline Bellmore
Post Production: Leo Zaharatos (Married to Giants)
Colourist/ Transfer: Wade Odium (Alter Ego)
Animation: David Whiteson (Alter Ego)
Music/ Sound: Cylinder Sound
VP, Strategy Director: Peter Boggs
Communications Strategist: Jesse Gilbert
VP, Group Account Director: Patrick O’Donovan
VP, Group Account Director: Brad Richardson
Account Executive: Ruby Carolan
Community Manager: Ali Davies
Public Relations: Caroline Murphy