Massachusetts Launches ‘Take a Moment’ Marketing Campaign

For years, Massachusetts has been marketing itself to tourists through advertising campaigns that have largely been successful in attracting visitors here.

The Massachusetts Office of Travel and Tourism is out with a new pitch for 2023 – "Take a Moment" – which "encourages visitors to pause from their daily lives and engage in new experiences and sensory moments in Massachusetts."

Huh?

Tourism officials from all six New England states gathered in Boston in March with more than 60 international tour operators, U.S. receptive operators, and media from around the world to "position the region as a visitor destination."

MOTT attracted more than 50,000 travelers to Massachusetts in 2022, increasing direct spending in the state by about $101 million. The agency will "continue to focus on out-of-state visitors from key regional markets such as New York, New Hampshire. Connecticut, Rhode Island, Vermont, and Maine."

In a statement, Executive Director Keiko Matsudo Orrall said, "We're very focused on attracting out-of-state visitors this year, and we are thrilled to support so many businesses and diverse experiences found throughout the Commonwealth with this campaign."

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"Massachusetts is a dynamic, year-round travel destination full of sensory, immersive moments, and we're excited to reach new and returning travelers with a snapshot of the memories they can create while visiting the state," Orrall said.

The extensive ad campaign will run through September, utilizing "television spots, taxi-toppers, paid social media ads on Instagram and Facebook, Amtrak posters, radio and podcast spots, and billboard placement in New York City's Times Square featuring distinctive Massachusetts moments."

The site even promotes the New Bedford area. Visitma.com, the official tourism site, allows visitors to explore Massachusetts by region.