Tourism rises in summer — so the Massachusetts Office of Travel
and Tourism (MOTT) is asking visitors in a new campaign to “Take A Moment,” running through September.
Boston-based
Think Argus created the new work.
Capitalizing on the success of its 2022 campaign, which increased direct spending in Massachusetts by $101 million, MOTT retains its focus on visitors from
key regional markets: New York, New Hampshire, Connecticut, Rhode Island, Vermont and Maine.
The campaign includes TV spots, taxi toppers, paid social-media ads on Instagram and Facebook,
Amtrak posters, radio and podcasts spots and billboards, including an 18-story-high digital billboard placement in New York’s Times Square.
It is also accessible via visitma.com.
“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.”
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“Moment” underscores the key experiences the Bay State offers, such as Tanglewood, a beautiful venue featuring the music of the Boston Symphony Orchestra
and Boston Pops; the Cape Cod National Seashore,
where visitors can bike alongside nearly 44,000 acres of the protected Cape Cod coastline; boat rides across Gloucester Harbor and cascading waterfalls in Moore State Park in
Worcester County.
Keiko Matsudo Orrall, executive directorof the Massachusetts Office of Travel and Tourism, said: “Massachusetts is a dynamic, year-round travel destination
full of sensory, immersive moments. We’re excited to reach new and returning travelers with a snapshot of the memories they can create.”