BOSTON — Today, Governor Maura Healey announced a new tourism campaign called “Made Possible” to showcase Massachusetts as a dynamic destination for tourists from around the world and a great place to live, raise a family and build a business. The campaign builds on the Administration’s “Massachusetts For Us All” campaign from summer 2023 and the arts, culture and tourism investment proposals in the Mass Leads Act.
“Our state is filled with motivated people and change-makers, each with an incredible story and making immeasurable contributions to our diverse communities,” said Governor Healey. “Everyone is welcome here, and we proudly demonstrate this on a global scale. The Made Possible campaign will inspire a new generation of visitors and future residents, proving that anything is possible here in Massachusetts.”
“Through Made Possible, visitors can visit every corner of Massachusetts – our small businesses, our downtown areas and our cultural centers,” said Lt. Governor Kim Driscoll. “Through this new campaign, we hope to inspire residents and visitors to feel connected to our state’s rich traditions and legacy of possibility, and we look forward to sharing our story.”
The campaign will focus on digital and social engagement, aiming to increase tourism to Massachusetts’ many historical, cultural and natural destinations, from Boston to the Berkshires, Provincetown to Plymouth. Launching during Pride Month in June, the campaign will highlight Massachusetts as a welcoming place for the LGBTQIA+ community through creative billboards and digital advertising in New England, Texas and Florida. The campaign will expand over the next 12 months, targeting domestic travelers through a mixed media approach including TV, radio, digital, print and billboards, as well as consumers planning a trip to Massachusetts.
Made Possible’s creative builds on the company’s successful “Massachusetts For Us All” campaign in 2023. The campaign ran on highway billboards and social media across Texas, Florida, New York and New England from June 2023 to September 2023, promoting Massachusetts as a welcoming and safe place for all. The campaign resulted in 1.6 million impressions and 12,000 website visits.
“Massachusetts is a hub of innovation, new ideas and the spirit of possibility, and we are pleased to showcase our vibrant history and promising future to the world through this new campaign,” said Economic Development Secretary Yvonne Hao. “Made Possible will help drive visitation to our many cultural, recreational and historic sites and support local and regional economies across the state.”
“From revolutionary roots and rich historic sites to beautiful mountains and picturesque coastline, Massachusetts has it all,” said Kate Fox, Executive Director of the Massachusetts Tourism Board. “In partnership with Hill Holidays, we welcome all to explore our vibrant cities and towns, stunning landscapes and endless adventures. Massachusetts awaits!”
The Massachusetts Tourism Board selected Hill Holliday, an award-winning integrated creative media agency, as its creative partner for the development and execution of the Made Possible campaign.
“Since our founding in 1968, Hill Holidays has been a champion for Massachusetts and the unique attractions found throughout this great state. We’re incredibly proud to represent the state we call home,” said Peter Nicholson, chief creative officer for Hill Holidays. “This summer, we’re launching a bold, innovative integrated campaign that celebrates Massachusetts’ many destinations and unique culture.”
In March 2024, the Healey-Driscoll Administration introduced the MassLEAD Act, the Administration’s first economic development bill, with the tools and resources needed to make Massachusetts the best place in the nation for individuals to pursue rewarding careers and businesses to start, expand and succeed. The bill makes critical investments in the tourism, arts and culture industries, including $40 million in capital investments for tourism assets across the state, $50 million for improvements to cultural institutions like museums and theaters, the creation of a state artist-in-residence and poet laureate, and support for Massachusetts’ 250th anniversary commemoration of the American Revolution.
About Hill Holliday
Hill Holliday is proud to be one of the nation’s leading creative marketing agencies with over 200 multidisciplinary talents across its network. Since 1968, Hill Holliday has been on a mission to create transformative work that not only captures attention, but consistently drives growth. By blending communications planning, media and technology with creative excellence, the agency approaches problems holistically to create work that drives results beyond the power of media. To learn more about Hill Holliday’s people, jobs and culture, visit www.hhcc.com.
About the Massachusetts Office of Tourism (MOTT)
The Massachusetts Office of Tourism (MOTT) is the state agency that promotes Massachusetts as a leisure travel destination. Tourism is a significant part of the state’s economy, generating $1.9 billion in state and local taxes, $24.2 billion in tourism-related spending and supporting 131,100 jobs across the state. For more information, visit www.visitma.com.
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