The Massachusetts Office of Travel and Tourism (MOTT) today announced a new marketing campaign “Take a Moment,” which encourages visitors to pause from their daily lives and engage in new experiences and sensory moments in Massachusetts.
Highlights of the campaign will be shared during the 25th Discover New England Summit on March 29-31 in Boston, where tourism officials from all six New England states will meet with more than 60 international tour operators, U.S. receptive operators, and media from around the world to position the region as a visitor destination.
Following the success of MOTT’s 2022 campaign, which attracted more than 50,000 travelers to Massachusetts and increased direct spending in the state by about $101 million, MOTT is continuing to focus on out-of-state visitors from key regional markets such as New York, New Hampshire, Connecticut, Rhode Island, Vermont, and Maine.
“We are committed to investing in tourism, which is vital to the economic well-being of so many of our communities in Massachusetts, from historic towns to urban centers, family-owned businesses, farms, rural areas and seasonal destinations,” said Lieutenant Governor Kim Driscoll. “This campaign strengthens our efforts to make our tourism and hospitality industries vibrant in the years ahead, while offering visitors a taste of all that we love in Massachusetts.”
The campaign draws audiences into the sights and sounds of key experiences and hidden gems across the Bay State, such as:
- Tanglewood in Western Massachusetts, an idyllic outdoor music venue offering fresco dining and the beautiful music of Boston Symphony Orchestra and Boston Pops
- George’s Island, a historic fort in Boston Harbor with stunning views of the city skyline
- The Cape Cod National Seashore, where visitors can bike for miles alongside nearly 44,000 acres of the majestic, protected Cape Cod coastline and ecosystem
- Cascading waterfalls in Moore State Park in Worcester County
- Stunning sunset views over the Scituate Lighthouse in Plymouth County
- Leisurely boat rides across Gloucester Harbor while enjoying the light sea breeze.
“The tourism industry is critical to local economies across our state, and we are committed to supporting the small businesses, hospitality industry partners, and incredible attractions that make communities throughout Massachusetts some of the best tourism destinations in the world,” said Massachusetts Economic Development Secretary Yvonne Hao. “By marketing Massachusetts to visitors outside of our borders, we are investing in this key sector of our economy.”
“Massachusetts is a dynamic, year-round travel destination full of sensory, immersive moments and we’re excited to reach new and returning travelers with a snapshot of the memories they can create when visiting the state,” said Executive Director Keiko Matsudo Orrall of the Massachusetts Office of Travel and Tourism. “We’re very focused on attracting out-of-state visitors this year, and we are thrilled to support so many businesses and diverse experiences found throughout the Commonwealth with this campaign.”
The campaign includes television spots, taxi toppers, paid social media ads on Instagram and Facebook, Amtrak posters, radio and podcasts spots and billboards, including an 18-story-high video billboard placement in New York City’s Times Square featuring distinctive Massachusetts Moments. The campaign will run from March to September and targets key out-of-state markets.
Massachusetts is a diverse, four-season travel destination with an array of dynamic offerings for visitors and locals alike, from rich culture and history to a thriving culinary scene, fresh seafood and produce, vibrant arts and entertainment venues, outdoor activities, eco-conscious experiences and more.
About Massachusetts Office of Travel & Tourism (MOTT)
MOTT’s mission is to promote Massachusetts as a leisure and business travel destination for domestic and international markets and to contribute to the growth of the Commonwealth’s economy. For information about visiting Massachusetts, go to visitma.com.
For in-state media inquiries:
Massachusetts Office of Travel and Tourism