THE Greater Boston Convention and Visitors Bureau is extending its $750,000 UK campaign to include a new series of advertising images on London taxis.
They follow the launch of last year’s World Travel Market initiative with Boston graphics on London buses and the Underground.
The new character images include a lobster, a whale, baseball player and skier in order to reposition Boston and New England as a fun and active region for holidays, as well as an historic and scenic destination.
Greater Boston CVB director of tourism Larry Meehan said: “The promotional campaign is part of a long-term marketing strategy specifically targeting the city break, flydrive and conference and incentive markets. Boston is the gateway to the whole of the New England which is all within a four-hour drive, and we have not sold this aspect aggressively enough until now.
“The region is not just about history and scenery – it offers biking, hiking, kayaking, sailing and skiing, and we have to get this image across to grow the market and compete with the likes of Florida and California, as well as New York.”
Meehan added that there were also over 140 towns and attractions within one hour of Boston – such as Lexington, Concord, Worcester and Salem – which were being promoted as part of the city’s greater metropolitan area.
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