City of Boston: All-inclusive Boston

The City of Boston launched a 1.5-minute video ad sharing a portrait of Boston that is often left out of the frame to increase travel and tourism and shift perceptions of Boston by building equity through its arts, culture and tourism industries.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

In the wake of a tourism-halting pandemic, the City of Boston sought to increase tourism equitably. This meant increasing visitation, but having visitors explore more than just the Freedom Trail and Faneuil Hall – it meant driving traffic to businesses across the city: big, small, local, black, brown, LGBTQIA+, and woman-owned.

The research first leveraged a qualitative methodology called Illumination Lab where participants respond to live, moderator-led questions with simultaneous written responses, ratings, and rankings. An online survey then validated the findings and produced inputs for a...

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