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...