BOSTON - Monday,
November 1, 2021 - Culminating her commitment to putting equity at the
center of the City of Boston’s recovery from COVID-19, Mayor Kim Janey
today announced the expansion of the All Inclusive Boston tourism
campaign, having awarded a request for consulting services to a
partnership between Colette Phillips Communications and Proverb –– Team
CPC-Proverb –– and the Greater Boston Convention & Visitors Bureau
(GBCVB). The scope of this work includes building upon the April 2021 All
Inclusive Boston tourism campaign to extend into the spring of 2022,
as well as the continuation of marketing for the B-Local program to
promote shopping locally, to launch in time for the 2021 holiday season.
Since initially launching the All Inclusive Boston tourism
campaign in April 2021, Mayor Janey has promoted a strong recovery in
Boston’s diverse travel and hospitality sector. With these industries
devastated by the pandemic, this initiative showcases Boston’s workers,
entrepreneurs, and tourism assets, across all neighborhoods, as part of
an equitable recovery initiative. Tourism and hospitality is the
third-largest industry in Boston and the Commonwealth. The sector employs
a large percentage of workers of color, making it critical to an
inclusive economic recovery.
The All
Inclusive Boston campaign is renewing and reimagining how Boston is
perceived locally and across the globe. With over 57 million overall campaign
impressions, 1 million video views on social media, and a 400 percent
increase in web traffic to date, the campaign successfully highlights the
local attractions and eclectic neighborhood offerings across the
city. It also supports many small businesses that suffered during
the COVID-19 pandemic. Extending the All Inclusive Boston campaign
continues the work of safely reopening and renewing all neighborhoods
across the city.
“The All
Inclusive Boston campaign has played a key role in keeping our
tourism industry and small businesses afloat during this difficult time,”
said Mayor Kim Janey. “It is important that we continue this campaign to
encourage our visitors to explore parts of our City that they may not
have been to before and to continue to support our businesses and workers
in this time of renewal. I look forward to working with Colette Phillips
Communications, Proverb, and the Greater Boston Convention and Visitors
Bureau to build on their prior work on the All Inclusive Boston campaign and
to extend their marketing know-how to the City of Boston’s B-Local app as
well.”
B-Local is a free
mobile app that supports small businesses by incentivizing residents and
visitors to shop locally and driving Boston's economic recovery. Launched in April 2021 as a pilot program, the rewards app has on-boarded over
2,700 small businesses -- many of whom are woman, immigrant, Black, or
minority-owned. With the City’s reopening and increased foot traffic,
this will provide critical support to the businesses that struggled to
keep their doors open with the shutdown. As of October 2021, the app has
attracted over 10,000 registered user downloads. By integrating this app
with the All Inclusive Boston campaign it will only further
increase visibility and support Boston’s vibrant small business
community. Since its launch, B-Local has granted over $97,949.73 to local
businesses through user reward redemptions and generated $884,008.52 in
overall spending at these businesses.
Together, Colette
Phillips Communications, Inc. (CPC), an award-winning marketing and
communications firm, and the first minority and woman owned public
relations firm in the City of Boston; Proverb, a Boston-based, minority
owned, award-winning creative branding, design, and advertising agency
made up of 25 talented, diverse, and strategic creatives; and the GBCVB, the
city's primary marketing and visitor services organization, will work to
extend the All Inclusive Boston campaign and continue marketing
for the B-Local app, highlighting Boston’s multicultural, local economy
and promoting the city as a welcoming and diverse destination with rich
cultural enclaves and many untold stories.
“We are honored
and grateful to Mayor Janey for giving CPC this opportunity to lead this
campaign into new markets, working with our incredible partners at
Proverb and the Greater Boston Convention and Visitors Bureau to show the
world all that Boston has to offer,” said Colette Phillips, CEO of
Colette Phillips Communications, Inc. “We are also excited to
leverage B-Local to support and promote our minority, women, LGBTQIA, and
veteran-owned businesses - building on the tradition of this campaign as
a model for economic inclusion.”
“The All
Inclusive Boston campaign encourages residents and visitors to see
Boston as the diverse, welcoming, and vibrant city we know it to be,”
said Daren Bascome, founder and managing director of Proverb. “We’re
grateful to Mayor Janey for extending this story of Boston into new
markets and proud that this campaign will continue to serve as a promise
about what is possible when we tell a city’s story from a broader and
more inclusive lens.”
“There’s never
been a more critical time for the City of Boston to invest in a tourism
marketing campaign,” said Martha Sheridan, President and CEO of the
Greater Boston Convention and Visitors Bureau. “The extension of All
Inclusive Boston is a testament to how the campaign has been received
and how important it is for us to continue this work to tell a broader,
more inclusive, and more authentic Boston story. This is what
visitors want and it’s what the GBCVB is determined to deliver.”
For more about the
All Inclusive Boston campaign, including more campaign collateral,
visit allinclusivebos.com, the dedicated website for this campaign
maintained by the Greater Boston Convention and Visitors Bureau. Follow
along on social media with #AllInclusiveBos.
To download the
B-Local app, visit www.colu.com/b-local. To learn more about signing up as a
business, visit www.boston.gov/b-local.
COLETTE PHILLIPS COMMUNICATIONS
Colette Phillips
Communications, Inc. (CPC) is an award winning marketing and
communications firm, and the first minority and woman-owned public
relations firm in the City of Boston. CPC has received local and national
awards and recognition for its work advancing diversity, equity, and
inclusion in the marketplace.
PROVERB
Proverb is a
minority owned agency located in the South End that focuses on building
powerful brands and creating a more thoughtful world around us. They
partner with innovative real estate developers, cities, hotels, museums,
architects, hospitals and other organizations that seek to transform the
built environment. Proverb is fluent in brand and market strategy,
identity and naming, interactive design, environmental design, and
communication design. Proverb’s diverse creative team takes a deep, research-driven
approach because the brands they create make an impact today, but also
help form the culture and economic vibrancy of tomorrow.
GREATER BOSTON CONVENTION &
VISITORS BUREAU
The Greater Boston
Convention & Visitors Bureau (GBCVB) is the official sales, marketing
and visitor services organization charged with the development of
meetings, conventions and tourism-related business to enhance the economy
of Boston, Cambridge and the metropolitan area. The GBCVB is a
not-for-profit, membership-driven sales and marketing organization
comprised of almost 1,200 member companies across New England that depend
on the visitor economy for their own success and growth.
MAYOR'S OFFICE OF ECONOMIC
DEVELOPMENT
The Economic
Development Cabinet's mission is to make Boston an appealing and
accessible place for working families, entrepreneurs, businesses, and
investors to innovate, grow, and thrive in a way that fosters inclusion,
broadens opportunity, and shares prosperity, thereby enhancing the
quality of life for all Bostonians and the experience for all visitors.
MAYOR’S OFFICE OF TOURISM,
SPORTS, AND ENTERTAINMENT
The Mayor's Office
of Tourism, Sports, and Entertainment supports the tourism industry in
Boston by producing events, supporting film and TV production, and
marketing the City to conventions and visitors. Our mission is to advance
tourism in Boston and promote participation in public celebrations from
Boston residents and visitors to our City. |
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