Skift Take
The Greater Boston Convention & Visitors Bureau has a new name: Meet Boston. Along with a the brand refresh comes a new campaign centered on diversity, while keeping the city's rich history in focus.
The Greater Boston Convention & Visitors Bureau (GBCVB) has a new name and corporate identity — Meet Boston. In addition, a new tourism campaign, “Boston Never Gets Old”, launched at the same time promoting year-round travel.
This $7 million campaign, designed by local ad agency Allen & Gerritsen, focuses on the city’s 23 neighborhoods and accentuates the city’s diversity, attractions, and activities without forgetting its 400 years of history. It also builds on the “All Inclusive Boston” campaign launched in April.
President & CEO Martha J. Sheridan, accomplished this rebrand with funding from the Boston-Cambridge Tourism Destination Marketing District (BCTDMD) created in August 2021. Fees collected by hotels into the fund will amount to as much as $30 million in 2023.
The rebranded body plans to hire more staff to promote it to European, Asian, and Middle Eastern travelers. The aim is to increase tourism to the city in the cold winter.
Boston Means Business
“We have five-star hotels, world-class venues, art exhibitions, incredible professional sports teams, and 23 diverse neighborhoods where 76 languages are spoken,” said Sheridan with a nod to the city’s diversity.
“The new Meet Boston corporate identity reflects our plans to continually elevate Boston across the world, and the Boston Never Gets Old advertising, and marketing campaign captures both our tradition and innovation,” said Sheridan.
The city’s 400 years of history remains an important and unique feature of the region’s identity. “Make Your Meeting Monumental” is one of the taglines used alluding to its rich history.
Sheridan respects the importance of the city’s historic, tried-and-true attractions. However, she also wants to put a spotlight on its other dimensions. To embody the change, Sheridan and the rest of her team are moving into a new office.
To entice new meeting groups a 10 percent discount is available for first quarter of 2023.
Photo credit: Ozzie Stern / Unsplash
