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.
OVERVIEW
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Client
City of Boston
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Location
Boston, MA
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Services
Brand Strategy, Consulting, Leasing Materials, Marketing Collateral, Video & Photography, Website Design, Website Development
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 visitboston.com.
1st Annual Anthem Award
Gold: DEI, Gold: Best Local Awareness Program
Hatch
Equity, Street Stoppers, Work for Good
8th Creative Tourism Awards
World’s Best Creative Destination
in the press
newsworthy
Boston Globe
Can Boston’s new ‘All Inclusive’ tourism campaign help change its racist image?