Mass. Tourism Push Focuses on Fun

BOSTON The Massachusetts Office of Travel and Tourism has unveiled a campaign from Mullen promising, “One fun thing leads right into the next.”

The Interpublic Group shop in Wenham, Mass., takes pains to avoid the typical scenery-laden category fare, employing odd juxtapositions like kayakers in eateries and golfers at theaters. The goal is to convey the variety and close proximity of Massachusetts’s vacation options.

The effort will run in nearby media markets such as New York, Hartford, Conn., Philadelphia and Washington, D.C., as well as in Massachusetts itself.

The state’s long-running “Make it yours” tagline continues.

MOTT in recent years has typically spent $3-4 million annually in measured media, per Nielsen Monitor-Plus. TV, print, Web executions, brochures and promotional materials are all part of the effort.

This year, the client is sponsoring an online photo contest in tandem with Yankee Magazine. Travelers are invited to upload their best images of Massachusetts in order to win various vacation rewards.

The new work marks Mullen’s second state tourism campaign. Last year’s effort took a more conservative approach and informed visitors, “With so much to do in Massachusetts, it may be hard to leave.” Mullen supplanted Boston-based Connelly Partners on the MOTT business in 2005 following a review.