Massachusetts Tourism Goes Into Play | Adweek Massachusetts Tourism Goes Into Play | Adweek
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Massachusetts Tourism Goes Into Play

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BOSTON The Massachusetts Office of Travel and Tourism has placed its account in review.

According to proposal requests issued by MOTT, the projected marketing budget for fiscal year 2006 is $3.5-5 million.

Agencies must have maintained an office in Massachusetts for at least a year and have no single client representing more than 30 percent of their annual billings, per the RFP. Shops also must disclose all travel and destination clients, and MOTT reserves the right to exclude potential contenders with accounts it judges to be conflicts of interest.

Initial materials are due back on Feb. 28. The capabilities round is slated for the week of March 21, with final presentations taking place in late April. A decision will be disclosed the week of May 9. The new contract, with four single-year renewal options, starts on June 1.

Independent Boston-based shop Connelly Partners has held the account for the past five years and is defending, according to president Steve Connelly.

Recent efforts have mainly targeted consumers in nearby markets who might travel to the Bay State for short visits. Ads frequently highlight Massachusetts' historic attractions and scenic appeal. The current tagline is "Make it yours."