Massachusetts Launches the “Let’s Go Out” Campaign to Support Local Restaurants and Encourage In-Person Dining
BOSTON —
Today, Governor Charlie Baker and Lt. Governor Karyn Polito joined Secretary Housing and Economic Development Mike Kennealy and Boston Mayor Kim Janey to highlight the “Let’s Go Out” marketing campaign, an effort to raise public awareness of the importance of supporting local restaurants throughout the Commonwealth.
On May 27th, the
Baker-Polito Administration announced the launch of the “Let’s Go Out”
campaign, an effort to raise public awareness of the importance of supporting
local restaurants across the Commonwealth. The campaign is being led by
the Massachusetts Office of Travel and Tourism (MOTT) in conjunction with the
Executive Office of Housing and Economic Development and industry
partners. The launch of the $1.9 million campaign is timed to coincide
with the lifting of public health restrictions in Massachusetts and is
scheduled to run throughout the summer, through September.
The mission of the campaign is to amplify the importance of restaurants as an
integral part of daily life and a key driver of economic activity for the
Commonwealth’s downtowns and main streets. “Let’s Go Out” is an extension of
the Administration’s “My Local MA” campaign that has been encouraging residents
to shop, dine and stay local since last August.
“Our administration recognizes that the challenges created by the pandemic have
made the last year tremendously difficult for the entire small business
community, and especially for the restaurant industry,” said Governor
Charlie Baker. “We have been proud to provide more than $688 million in
grants to help restaurants and other hard-hit small businesses navigate these
challenges, and look forward to building on that support through the 'Let’s Go
Out' campaign to ensure a strong recovery for restaurants across the
Commonwealth.”
“Throughout the pandemic, restaurants have demonstrated their resilience and
creativity to adapt their operations in response to the public health crisis,
from increasing delivery and takeout options to embracing outdoor
dining,” said Lt. Governor Karyn Polito. “As our nation-leading
vaccination program allows us to reopen our economy, we are glad to launch this
campaign to stimulate recovery throughout Massachusetts by encouraging
residents to return to their favorite restaurants and the communities they call
home.”
Campaign ads will capture the meaningful moments that play out in restaurants,
such as celebrating special occasions, reconnecting with friends, spending time
with loved ones, or meeting someone new. Following the economic impact of
COVID-19 on restaurants and the transition of many customers to delivery and
takeout alone, this summer presents an opportunity for consumers to get out and
reengage with friends and family, around the food they love in an atmosphere
that invites emotional connections.
“Throughout the pandemic, we’ve been pleased to launch a number of key
initiatives among which include the largest-in-the-nation small business relief
grant program, which directed about $224 million to the restaurant industry
alone, funding to support modifications to public spaces to accommodate more
and safer outdoor dining, and the successful ‘My Local MA’ campaign to
encourage people to shop, dine, and visit locally,” said Housing and
Economic Development Secretary Mike Kennealy. “With the ‘Let’s Go Out’
campaign, we’re doubling down on our call to the public to buy local by
reconnecting with friends and family around the tables of their favorite
restaurant, the new tavern down the street, and the café with the live
music.”
“As our restaurants reopen to capacity, it’s an exciting time for them to
welcome back customers,” said MOTT Executive Director Keiko Matsudo
Orrall. “The aim of the ‘Let’s Go Out’ campaign is to showcase the amazing
diversity of restaurants we have across the state and encourage a return to
in-person dining to support these businesses that are so critical to our
economy. While there may be some changes at the restaurants, like new floor
plans or contactless payment systems, the unparalleled experience of
in-restaurant dining is essential to connection and community.”
The campaign, which will run through September 2021, will feature statewide
coverage including display ads, digital billboards, posters, and radio spots,
as well as billboards at Fenway Park. Additional billboards and display ads
will be featured on highways and at Logan Airport, in partnership with MassDOT
and Massport. A TV spot will also air on broadcast TV, including on NESN during
Red Sox games in late summer. The campaign’s landing page, VisitMA.com/LetsGoOut,
features campaign information and a growing restaurant directory.
“As the Senate Chair of Tourism, Arts & Cultural Development, and a
member of the Restaurant Promotion Commission, I heard first-hand from industry
leaders about the challenges facing restaurants before the pandemic hit – and
there were many,” said Senator Ed Kennedy, a member of the Restaurant
Promotion Commission. “Restaurants are the places where we meet up
with friends, hold business meetings, and celebrate special occasions. They are
an important part of the Commonwealth’s economic vitality and the center of our
social lives. The restaurant sector was devastated during the pandemic and those
businesses that have survived now need all our support to remain viable. As we
lift restrictions and begin to go out again, please remember to eat local and
shop local.”
"If my family were still in the restaurant business and had to contend
with something like COVID-19, I don’t know how we would have survived,” said
Senator Julian Cyr, a member of the Restaurant Promotion Commission. “After
a painful test of their creativity, hard work, and crisis response, the
restaurant workers who make their lives on the Cape and Islands are ready to
welcome residents from across the Commonwealth and beyond. I’m optimistic that
we will take action soon to see restaurant promotion kick into high gear — just
in time for our busy season to begin in full."
“Restaurants play an essential role in the local, regional and statewide
economy,” said Representative Paul McMurtry, a member of the Restaurant
Promotion Commission. “Not only in employing thousands of people, they
are the center of community, socialization, and quality of life. Increased
customer patronage and the continued support of the Legislature will strengthen
the industry and assure a brighter future as we emerge from the pandemic.”
The “Let’s Go Out” campaign was developed in close collaboration with key industry
stakeholders that offered their expertise and support, including the
Massachusetts Restaurant Association, Mass Restaurants United, and members of
the Restaurant Promotion Commission.
"Over the last year, restaurant owners and their staffs have shown great
resilience and creativity as they invented new ways to engage with customers
while dealing with important but difficult safety restrictions. The fact is,
however, that in-person dining is critical to the health of the restaurant
industry. With the ‘Let's Go Out’ campaign, Massachusetts is making it clear
that they support restaurants, and are taking the issue seriously. The
Massachusetts Restaurant Association is proud to be a part of this statewide
effort," said Massachusetts Restaurant Association President and
CEO Bob Luz.
For information, go to VisitMA.com/LetsGoOut.
The “Let’s Go Out” campaign will supplement My Local MA, the state’s marketing
initiative to encourage residents of the Commonwealth to support their local
economies by shopping at Massachusetts businesses and attractions. Launched in
August 2020, the campaign was developed in response to the economic impact the
COVID-19 pandemic has had on small businesses and communities. The marketing
outreach includes print, broadcast, billboard and digital ads, along with
social media. The website LoveMyLocalMA.com features resources for
businesses and consumers on how to get involved.
Last October, the Baker-Polito Administration released Partnerships for
Recovery, the Commonwealth’s plan to help stabilize and grow the
Massachusetts economy. The plan focuses on getting people back to work,
supporting small businesses, fostering innovation, revitalizing downtowns, and
ensuring housing stability. Through Partnerships for Recovery, the
Administration awarded more than $688 million to support small businesses, with
one-third of the total program funding benefiting the restaurant and bar
industry, and has opened new grant programs to revitalize downtowns, support
cultural institutions, enhance tourist destinations, and fund regional economic
development projects.
