BUFFALO, N.Y. — Buffalo is getting a brand new look and it comes with a multimillion-dollar price tag. Visit Buffalo Niagara unveiled its biggest tourism campaign in 40 years today.

At RiverWorks on Wednesday, Visit Buffalo Niagara unveiled “That’s Buffalo for You.” The multimillion-dollar effort includes digital ads, billboards, and social media campaigns in cities like Boston, Washington, and Chicago.

The brand comes after nearly a year of research, with the agency, MMGY Global, conducting more than two dozen interviews with community leaders, artists and influencers to capture Buffalo's true identity.

Officials say the goal is to reshape how the rest of the country sees Buffalo, highlighting everything from the food scene to waterfront redevelopment.

“ 'That’s Buffalo for you.'

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