90 Spots Scratch Surface of Massachusetts Delights


The Massachusetts Office of Travel & Tourism went on a $4.5 million spree and produced 90 different ads, shot by Mullen, to illustrate Massachusetts and its uninspired "It's all here" slogan.

Each spot is a quick-and-dirty tour of things in Massachusetts you might want to experience: kayaking, the Mayflower, the Norman Rockwell Museum, the Franklin Park Zoo, Chatham, Provincetown... Geez, naming all this stuff is tiring. See it all live on MassVacation.

You know what would really have spiced this whole thing up? A Mooninite or two, Where's Waldo?-style.

But while the shots aren't exciting, I dig the unifying idea: that "there's so much to do in Massachusetts we have to run a new ad every day."

Also, the website is really easy to navigate, which is ever more crucial in my old age.

by Angela Natividad    Apr- 8-08   Click to Comment   
Topic: Campaigns, Commercials, Online, Packaging, Promotions   

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The penultimate example of a "we are all things to all people" campaign. I'm sure it was a genius idea to scratch the backs of all the industry partners of the Mass. Dept of Tourism.

Doesn't help that the music on each spot is exactly the same...

Posted by: Blaaah. on April 8, 2008 8:59 AM

As a Masshole myself, i dig this campaign. Unfortunately New Bedford and Lowell aren't as sexy as they seem.

Posted by: chad on April 8, 2008 11:55 AM

To Blaah: penultimate means "next to last." Are you saying that the next campaign to say "we are all things to all people" will be the last one of its kind?

Posted by: Word Nerd on April 8, 2008 3:09 PM

Blaah, are you expecting 90 different songs? That ain't cheap - unless you want Muzak. They'd have to raise the Mass Pike tolls again.

Posted by: rpupkin77 on April 8, 2008 7:34 PM