VisitRochester has launched a campaign to attract Canadian travellers beyond Buffalo and into Rochester, the Finger Lakes and Genessee Valley.

The $100,000 marketing program titled “A Welcome Surprise'' will continue through December.

Rochester and neighbours are a brief 90-minute drive from the border.

VisitRochester believes the program may attract as many as 20,000 travellers and build awareness of Rochester as a preferred destination.