Greater Boston Convention & Visitors Bureau is Now Meet Boston; Launches New Tourism Campaign
The Greater Boston Convention & Visitors Bureau (GBCVB) announced at its Annual Meeting a new organizational name and corporate identity: Meet Boston. Meet Boston is launched alongside the unveiling of a new tourism campaign developed in partnership with Allen & Gerritsen, a Boston-based, fully-integrated advertising agency. The new campaign theme is “Boston Never Gets Old” and will promote year-round leisure travel to Greater Boston.
“Tourism is integral to the Boston and Bay State economy, and it was time for us to further invest in promoting all that we have to offer to draw large-scale, international events to Boston. Boston is a global city that always deserves to be on the world stage,” said Martha J. Sheridan, President & CEO of Meet Boston. “We have five-star hotels, world-class venues, art exhibitions, incredible professional sports teams and 23 diverse neighborhoods where 76 different languages are spoken. We also have 400 years of history that is not to be forgotten as we look to the future. The new ‘Meet Boston’ corporate identity reflects our plans to continually elevate Boston across the world, and the ‘Boston Never Gets Old’ advertising and marketing campaign captures both our tradition and innovation.”
Meet Boston plans to introduce vibrant, energetic campaigns to invite all travelers – whether they be families, solo travelers, friends on getaways, event planners or marathon runners to experience the many unique sides of a destination that never gets old.
The inspiration for the ‘Boston Never Gets Old’ campaign draws from two major truths: Boston is still forging its identity, and Boston is a city that was built by motion and is designed to stay in motion. The campaign includes dynamic creative visuals that illustrate Boston’s arts, culture and food scene that will feature surprise ambassadors from the sports and entertainment industry. The first commercial is directed by accomplished director and Bostonian, DeMane Davis, and features celebrity chef Tiffani Faison.
Guiding principles of the overall campaign are to Be Inclusive, Be Newsworthy, Be In Motion, Be Historic, Be Transportive and Be Proud. These pillars highlight Boston’s history-making, innovation, authenticity, vibrancy, culture and quirkiness all in one. The campaign also demonstrates how Greater Boston is ever-evolving and ever-changing, where visitors can play, feel, discover and experience a city that is always in season.
“At A&G, we are so proud to collaborate on Meet Boston’s new brand identity and marketing campaign that displays the upward mobility of our city,” says Andrew Graff, CEO at A&G, which is headquartered in Boston’s Seaport District. “As the campaign continues to roll out, everyone will be able to see the intentionality that A&G and our production partners had in capturing the true essence of Boston’s evolution into becoming a more equitable city.”
The new Meet Boston corporate identity and tourism campaign was first unveiled to the more than 400 hoteliers, restaurateurs and attraction/event executives at their Annual Meeting and the response from the hospitality business community was overwhelmingly positive.
The new Meet Boston name and website – www.meetboston.com – and the new tourism campaign will launch in mid-December in a multi-million-dollar advertising campaign that will include social media, digital banners, out-of-home media, broadcast commercials and programmatic media buys. The campaign will also expand to Northeast markets and several key fly-in markets by early 2023.