Boston, MA launched a multi-cultural campaign with an inclusive tourism ad and local business app
Boston, MA multi-cultural campaign tourism ad business app
The City of Boston launched a multi-cultural ad campaign designed to reverse the economic damage inflicted on tourism, hospitality, and restaurant industries by the COVID-19 pandemic. The four-month pilot consisted of the "All-inclusive Boston" tourism ad designed to attract multilingual visitors and the "B-Local" business engagement mobile app designed to encourage local shopping. App users receive rewards when shopping at participating businesses which can be redeemed for discounts.
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The hook: The new Boston transcends old, tired stereotypes.
Boston Seeks To Extend Multicultural Marketing Effort To Bolster Wounded Hospitality Industry - Opera News
A screen shot from the video for the All Inclusive Boston marketing campaign. The City of Boston wants to extend a multi-cultural ad campaign focused on reversing the economic damage the COVID-19
Project Succeeded
The city says "All-Inclusive Boston" ad generated 1.2 million social media impressions, and 500,000 views for the launch video that encourages people to visit neighborhoods typically ignored by tourists. Over 2,600 local businesses are participating in the "B-Local" program and over 7,300 users have downloaded the app.
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