• by Fern Siegel , April 4, 2023

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.”

“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.”