Boston-based Hill Holliday has been selected by the Massachusetts Office of Travel and Tourism as its new ad agency.  

The agency is tasked with developing and implementing a new marketing campaign called “Made Possible.”   

The campaign will be designed to showcase tourist attractions and also pitch the state as a great place to live, work and raise a family.   

The campaign builds off of the administration’s “Massachusetts For Us All" campaign, which ran in the summer of 2023. The new effort will also showcase investments the state is making in arts, culture and tourism.   

“Our state is full of go-getters and change-makers, each with an amazing story to tell and invaluable contributions to make in our diverse communities,” said Massachusetts Governor Maura Healey. “Everyone is welcome here, and we proudly showcase this on a global scale. The Made Possible campaign will engage a new generation of travelers and future residents and demonstrate that anything is possible here in Massachusetts.”  

The campaign will emphasize digital and social engagement and aim to increase tourism to Massachusetts’ many historic, cultural, and natural destinations, including Boston, Berkshires, Provincetown and Plymouth.   

Launching during Pride Month, the campaign will also highlight Massachusetts as a welcoming place for the LGBTQIA+ community through creative billboards and digital advertising in New England states, Texas, and Florida.  

The campaign will expand over the next 12 months, targeting travelers through ads on television, radio, digital, print, billboards and more.