MOTT launches Massachusetts "Made Possible" campaign

The new campaign - which builds on the "Massachusetts For Us All" campaign that ran in the summer of 2023 producing 12,000 website visits - is intended to showcase MA as a dynamic tourist destination and a good place to live and start a business.

The campaign, which emphasizes digital and social engagement that can increase tourism, also promotes MA as a welcoming place for the LGBTQIA+ community via billboards and digital ads in New England, Texas and Florida. The campaign is planned to grow over the next 12 months using media including TV, radio, digital, print and OOH.

Boston-based Hill Holliday developed and and is implementing the "Made Possible" campaign.

Comment: Ultimate success of this campaign likely hinges on passage of the investment provisions of the Mass Leads Act introduced in March by the Healey administration.