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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.
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