BOSTON - Monday,
April 5, 2021 - Building on her commitment to put equity at the center of
the City of Boston’s recovery from COVID-19, Mayor Kim Janey today
launched the All Inclusive Boston campaign. With the travel and
hospitality sector devastated by the pandemic, this initiative showcases
Boston’s diverse tourism assets, across all Boston 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. This campaign aims to renew and reimagine how Boston
is perceived locally and across the globe.
Guided by public health
and safety measures, the campaign will target an expanded audience, as
the city safely reopens. The goal is to curate new narratives and
aspirational content about Boston, enticing a broader and more diverse
set of consumers to visit later this summer or fall. The local focus
is a vital part of All Inclusive Boston. The vibrant small
businesses, local attractions and eclectic neighborhood offerings across
the city are pillars of this campaign. Ultimately, All Inclusive
Boston will reposition the city to a new demographic of visitors
while spotlighting its rich cultural and commercial assets, including
those beyond traditional tourist sites. Mayor Janey is dedicated to
supporting all of Boston’s communities throughout the recovery.
The campaign was
developed by the City of Boston’s selected vendors for the Visit Boston
RFP: a partnership between Colette Phillips Communications and Proverb ––
Team CPC-Proverb –– and the Greater Boston Convention & Visitors
Bureau (GBCVB). The local tourism campaign has been designed to draw
diverse tourists to take advantage of each of Boston’s unique
neighborhoods and small businesses, as the City responds to the impact of
COVID-19 by supporting its hardest hit industries and communities. As visitors
discover the neighborhoods, they are asked to continue to follow COVID-19
public health guidance.
The full campaign
launches tomorrow, April 6, as an integrated digital marketing blitz that
will include print, radio, video, and social media components. The
digital content and collateral associated with the All Inclusive
Boston campaign will spotlight the neighborhoods, businesses,
eclectic cultural offerings, and diverse communities across Boston that
reveal the breadth and depth of all that the city has to offer visitors
and residents alike.
“The All
Inclusive Boston tourism campaign is an important part of our agenda
to safely and equitably reopen and renew every neighborhood in the
City,'' said Mayor Kim Janey. “By promoting the City of Boston as a
vibrant and welcoming place that embraces public health guidance, we will
boost local visits now and influence travel plans for the future.” Mayor
Janey continued, “I want to thank former Mayor Marty Walsh for
commissioning this campaign. I also want to congratulate the partnership
between Colette Phillips Communications and Proverb –– Team CPC-Proverb
–– and the Greater Boston Convention & Visitors Bureau (GBCVB), and
the many subcontractors, on all of their hard work and contributions.”
The All Inclusive
campaign is showing visitors that Boston has it all—by highlighting the
city’s many sides, stories, shops, small businesses, festivals and
flavors. It is running locally—on billboards, bus shelters, bike shares,
bus wraps, radio, social media, print, and digital publications—to
encourage Bostonians to try new restaurants or explore new neighborhoods.
The 6-week campaign is targeting a drive market of people searching for a
safe stay-cation. The preview video tells the story of those who live and
work in the City of Boston, and features communities and businesses
beyond traditional tourist sites. It will direct people to allinclusivebos.com, a microsite full of curated resources:
restaurants, events, itineraries, hotels, neighborhoods, and experiences
both known and unknown.
“Together, the
tourism industry is one of Boston’s largest employers, offering
opportunities for many young people, immigrants, and people of color,”
said Midori Morikawa, Interim Chief of Economic Development.
“Unfortunately, the tourism industry has been hit hardest by the COVID-19
pandemic, with high unemployment rates exacerbating existing disparities
in our labor force. This calls for bold measures to help the industry and
workers to recover, and to do so with equity and inclusivity that will
make Boston proud.”
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 created
the campaign. It highlights Boston’s multicultural, local economy and
promotes the city as a welcoming and diverse destination with rich
cultural enclaves and many untold stories.
The goal of the
campaign is to increase awareness, and drive trips to Boston’s
neighborhoods from diverse local and regional visitors, while supporting
the public health guidance that is in place. The team was charged with
highlighting attractions and events that speak to the experiences of
people of color in Boston, and the campaign highlights many local
minority-owned and run businesses and organizations.
A diverse mix of
small businesses worked on this project, including a significant number
of Minority Business Enterprises (MBE’s), Women Business Enterprises
(WBE’s), and companies with LGBTQ+ ownership.
·
Anto Astudillo - Videographer (Chilean, LGBTQ+)
·
Black Girl Digital - Influencer Marketing/Social Media
(Minority/Woman-owned)
·
BlackMath - Video Production
·
Geoffery Jean Baptiste - Videographer (Black/Brown)
·
Harry Scales - Photography (Black/Brown)
·
Heart + Mind - Research (Black/Woman-owned)
·
Include Web Design - Microsite (Black/Woman-owned)
·
Kelley Chunn and Associates - Community and Multicultural Media
Engagement (Black/Woman-owned)
·
Live Wire Collaborative - Social Media Strategy
(Black/Woman-owned)
·
MJM
Advisory Services, Mary Jo Meisner - Project Management (Woman-owned)
·
Porsha Olayiwola, City of Boston 2019 Poet Laureate - Voice Over Artist for Video & Radio
(Black/Brown, LGBTQ+)
·
UNCOVr Media - Media Buying Team
“Colette Phillips
Communications is proud to have won this first of kind contract, which
represents a new model for economic inclusion and procurement,” said
Colette Phillips. “This campaign was always about building an equitable
recovery - given that 70% of those who work in the hospitality industry
come from BIPOC communities. It was also an opportunity to change the
narrative about Boston and to showcase the rich diversity and all that
our neighborhoods have to offer. I could not be more proud of bringing
together the creative genius of Proverb and our region’s premiere tourism
marketing agency, the Greater Boston Convention and Visitors Bureau.”
"Boston has
so much to offer as a tourist destination, from our diverse restaurant
scene to our vibrant cultural attractions and museums," said Kate
Davis, Director of the Mayor's Office of Tourism, Sports, and
Entertainment. "With this campaign, we welcome regional and local
travelers to explore all that Boston has to offer, and invite Bostonians
to explore their own backyard in a new way too."
“Advertising and branding is about
creating the future. And in terms of where we are as a city and as a
nation, we recognize that the stakes are incredibly high,” said Founder & Managing Director of Proverb
Daren Bascome. “We wanted to
create something our city can grow into. So much of this campaign is
about representation—you’ll see some familiar faces and places, but it’s
a portrait of Boston that is often left out of the frame.”
“This
groundbreaking campaign will help set the stage for the recovery of
Boston’s tourism sector and keep this city and its unique neighborhoods
and tourism offerings top of mind for those wanting to book future
travel,” said GBCVB President & CEO Martha J. Sheridan.
The Commonwealth
of Massachusetts has made great progress to slow the spread of COVID-19
and gradually re-open the economy, and all visitors and returning
residents have a responsibility to help us keep transmission levels as
low as possible. As of Monday, March 22, all visitors entering
Massachusetts, including returning residents, are advised to quarantine
for 10 days upon their arrival, unless they meet exemption. Travelers in
the following categories are exempt from this quarantine advisory:
travelers who have received a negative COVID-19 result on a test
administered not more than 72 hours prior to their arrival in
Massachusetts (travelers may also test out of the quarantine advisory
after arrival in Massachusetts, as long as they quarantine until
receiving a negative test result), anyone who is entering Massachusetts
for fewer than 24 hours, anyone who is returning to Massachusetts after
being out of the State for fewer than 24 hours, workers who enter
Massachusetts to perform critical infrastructure functions (as specified by the Federal Cybersecurity and
Infrastructure Security Agency) during required commuting to or from work
and while at work, travelers who are fully vaccinated (i.e. who have received two doses of
either the Moderna or Pfizer COVID-19 vaccines OR who have received a
single dose of the Johnson & Johnson vaccine, 14 days or more ago)
and who do not have symptoms. More information on the Commonwealth of
Massachusetts COVID-19 Travel Advisory is available at www.mass.gov/info-details/covid-19-travel-advisory. All travelers are encouraged to consult
and follow the CDC’s guidelines and requirements for travel.
This project was
funded by CARES Act Relief Funding. In accordance with the regulations,
the project must provide resources or assistance to mitigate effects on
health and/or provide economic support.
Learn more about
the All Inclusive Campaign –– and view more campaign collateral ––
on allinclusivebos.com, the dedicated website for this campaign
maintained by the Greater Boston Convention & Visitors Bureau. Follow
along on social media with #AllInclusiveBos. | 
