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All Inclusive Boston

In the wake of the pandemic, we created a tourism campaign to shift the narrative about who and what Boston is.

a city of people. all people.

To combat negative stereotypes and broaden perceptions of the city, this campaign needed to illuminate Boston’s cross-cultural experiences and share its genuine story.


  • Client

    City of Boston

  • Location

    Boston, MA

  • Services

    Brand Strategy, Consulting, Leasing Materials, Marketing Collateral, Video &
Photography, Website 
Design, Website 

boston is for everyone

Through a series of surveys and focus groups, we found that highlighting Boston’s diversity would help raise audience familiarity and favorability of the city and combat its misperceptions.

do you know the real boston?

All Inclusive Boston is a big idea that emerged from a simple truth: Boston has it all. It’s a double entendre that seamlessly links the campaign ask, tourism goals, social initiative and creative work.

Most importantly, it had to represent the beautiful diversity, mind-shifting cultural experiences, and unmissable businesses— big, small, local, black, brown, LGBTQIA+, minority, and woman-owned—that characterize Boston’s true narrative.

It moves me because for the first time I see our City promoting itself in a way that I feel seen.

kim janey, interim mayor of boston

the proof is in the impression

The campaign generated 57.2 million impressions and 68,000 clicks, and the campaign video—narrated by Boston’s poet laureate—garnered one million social media views.  Most notably, the campaign increased traffic to

1st Annual Anthem Award

Gold: DEI, Gold: Best Local Awareness Program


Equity, Street Stoppers, Work for Good

8th Creative Tourism Awards

World’s Best Creative Destination

in the press


Boston Business Journal

Boston launches new ad campaign to draw tourists to neighborhoods

Boston Globe

Can Boston’s new ‘All Inclusive’ tourism campaign help change its racist image?


How Boston’s new ‘All Inclusive’ tourism campaign could uplift minority businesses

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