BOSTON Taking the "Massachusetts. It's all here" positioning to heart, Mullen has fashioned 90 spots for the state's tourism program, each touting a specific destination, activity or attraction.
The unorthodox push is designed to illustrate that there's so much to do in the Bay State, a new ad is required every day just to catalog the possibilities. All of the commercials will be hosted online at Massvacation.com/90spots, though each gets just one day to air on TV. The first spot, which focuses on the Mayflower II in Plymouth, Mass., breaks today.
The media buy includes Boston, New York, Hartford, Conn., Albany, N.Y., and Providence, R.I., with a new spot breaking daily.
"We have the problem every tourism destination wants; there's too much to do here to capture it all in one ad," said Betsy Wall, executive director of the Massachusetts Office of Travel & Tourism. "There are many reasons why visitors choose to visit Massachusetts, and it is important that our campaign emphasizes the breadth of offerings available. Filming 90 spots was a labor of love."
Mullen produced all of the ads in-house. Total media spending for the effort is $4.5 million, with print, radio, direct and promotional efforts also in the mix. Interpublic Group-owned Mullen is based in Wenham, Mass.