Hornblower Niagara Cruises × CrowdRiff
Featured Case Study: Hornblower Niagara Cruises × CrowdRiff
As Social Media Coordinator at Hornblower Niagara Cruises, I identified a major gap in our visual content strategy. We were spending $10,000 annually on content production while millions of visitors were already sharing stunning photos of their experience online. After discovering how a tourism partner was leveraging CrowdRiff for UGC rights management, I championed and led the platform adoption.
Within the first two weeks, I had requested rights to over 20,000 visitor-generated images and videos, building a content library that would have cost an estimated $20,000–$30,000 to replicate through traditional production. The strategy also unlocked new capabilities for our international marketing campaigns, allowing us to source authentic imagery representing visitors from specific target countries, something no model shoot could replicate at scale.
The initiative supported a record-breaking year, with Hornblower welcoming 2.3 million visitors aboard, surpassing all previous attendance records.
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