Boston is known for education, healthcare, tech, and history. But Boston isn’t known as a vacation destination. To showcase the “real” Boston—magic, multicultural, resilient—the campaign highlights Boston’s communities. It extends Boston’s legacy of representation—a value that began with the Boston Tea Party—into a bold future. This is a campaign about Boston; it was shaped by the voices of the city. It’s the product of collaboration between agencies, artists, creatives, and the City of Boston. The idea was pressure tested over countless Zooms, where perspectives spanned generations, skin tones, sexual orientations, occupations, and backgrounds. The research, strategy, and creative were developed with all kinds of voices at the table. The campaign shares a portrait of Boston that’s often left out of the frame, and is best summarized by the words of Kim Janey, the first Black person and first woman to be sworn in as mayor of Boston. “It moves me because for the first time I see our city promoting itself in a way that I feel seen,” said Janey. “And I know I’m not the only one who thinks that or feels that.”