News

“With so much to do in Massachusetts, one fun thing leads right into the next.” That’s the key message in a new multi-market advertising campaign showcasing the diverse leisure travel offerings Massachusetts provides to visitors. Kayakers in restaurants, beach-goers in museums, golfers at the theatre and spa guests on a rollercoaster, are just a sample of the many surprising scenarios depicted in the new campaign.

Sponsored by the Massachusetts Office of Travel & Tourism (MOTT), the new campaign from Mullen launches this week in the Boston, New York City, Hartford, Philadelphia and Washington, D.C. media markets, major sources of tourism traffic into and throughout Massachusetts. The Massachusetts campaign is a strategic investment to stimulate activity in the state’s travel and tourism industry, which annually infuses the commonwealth’s economy with upwards of $13 billion dollars in direct expenditures. MOTT’s campaigns have a proven track-record of producing results, with the most recent programming delivering a $47/1 return-on-investment.

The imagery in the advertising was developed on location throughout Massachusetts to showcase the diverse landscape and range of activities available to all types of leisure travelers. Viewers will see beautiful shoreline, iconic cobblestone streets, historical villages, fine-art museums, amusement parks, baseball fans, outdoor adventurers, theatre goers and golfers. The campaign employs the state’s tourism slogan – “Massachusetts. Make it Yours.”

“Massachusetts offers a unique and diverse range of getaway possibilities in remarkably close proximity,” said Betsy Wall, executive director of the Massachusetts Office of Travel & Tourism. “This campaign is designed to increase awareness of the variety of exciting, fun and memorable travel experiences Massachusetts offers. We think the message will appeal to a broad group of travelers who will realize there’s truly something here for everyone.”