The state has a new tagline to promote tourism for Massachusetts. Chief Creative Officer, Peter Nicholson, said, "the new catchphrase performed better than last year’s tagline in focus groups and works visually, with the first two letters of “Made” acting as a stand-in for Massachusetts." The $6 million campaign kicked off in June, working with Massachusetts Office of Travel and Tourism executive director Kate Fox and state economic development secretary Yvonne Hao. It will involve billboards and digital ads, and, eventually, print and TV as well. Featured photos on the state’s website showcase the Celtics championship win (”Bragging rights, made possible”) and LGTBQ Pride Month (”Family pride, made possible.”) Ads will run in the New England markets as well as Texas and Florida. Nicholson hopes they will also encourage Massachusetts residents to think about checking out the sights in their home state.
