Massachusetts Office of Travel and Tourism

In 2004 Mullen was awarded the MOTT business and tasked with the following objectives: Make Massachusetts a year-round, leisure travel destination in the minds of travel press and consumers; Position the Commonwealth as a community of open-minded individuals ready to welcome diverse visitors; and help MOTT respond to industry needs and heighten the agency’s profile within the state.
 
To achieve its first challenge, Mullen initiated an individual FAM tour concept – all MOTT’s FAM tours were no longer to be conducted in costly group tours.  Instead, all FAMS were to be planned individually for qualified, top-tier journalists to travel on their own.  The result: Mullen and MOTT host an average of 30 travel journalists in the Commonwealth each year.  Articles regularly appear in top circulation publications, such as Country Living, Town & Country, Cooking Light, Travel+Leisure and Condé Nast Traveler.   And, the state’s PR budget has never been so robust.
 
Mullen also gave special attention to diverse publications, such as LGBT, inviting them to experience the open-mindedness and welcoming nature of Bay Staters.  Through these efforts Massachusetts has enjoyed positive press in Pathfinders, Passports, Out Traveler, Ebony and Metrosource, to name a few.

In order to assist MOTT in responding to industry needs, Mullen often participates in brainstorming sessions aimed at finding ways to help struggling attractions and industries.  Through such efforts, Mullen’s  integrated marketing team has created promotions to support industries during slow winter months and help the Massachusetts ski industry compete with its neighbors to the north. 
 
All of these combined efforts have kept Massachusetts in the pages of the nation’s most esteemed publications and has earned the state office the respect of the travel and tourism industry, legislature and community at large.