• by Fern Siegel , June 29, 2023

Everyone is welcome in Massachusetts.

To underscore that sentiment, the Massachusetts Office of Travel & Tourism launched a new campaign — "Massachusetts For Us All" — to highlight the diverse and inclusive nature of the state.

The work features members of the LGBTQIA+ community in out-of-home ads posted on highway billboards across New England, Florida, Texas and New York and promoted on social media. 

The creative work was done by Boston-based Think Argus.

"At a time when other states are misguidedly restricting LGBTQIA+ rights, we are proud to send the message that Massachusetts is a safe, welcoming and inclusive place for all. The 'Massachusetts For Us All' campaign sends a clear message that Massachusetts stands for freedom and civil rights," said Gov. Maura Healey.

The "Massachusetts For Us All” campaign launch coincides with Healey’s address to the Irish Senate on June 27 to celebrate the 30^th anniversary of the decriminalization of homosexuality in Ireland.   

Massachusetts acknowledged a right to marry in 2003, making it the first state in the union to allow same-sex marriage.

"Our tourism industry plays an important role in Massachusetts’ economic health and prosperity,” said Secretary of Economic Development Yvonne Hao."This campaign encourages tourism throughout the state, reminding everyone … they are key to the success of our communities."

An earlier spring campaign, “Take A Moment,” running through September, reveals various attractions, including Tanglewood, a beautiful venue in western Massachusetts featuring the music of the Boston Symphony Orchestra and Boston Pops, the Cape Cod National Seashore, where visitors can bike 44,000 acres of coastline and boat rides across Gloucester Harbor.