Mullen Fashions 90 Mass. Tourism Spots

This article was published on April 7 in Ad Week.

Mullen's 90 spots for Massachusetts highlight 90 different aspects of the Bay State.
This article is taking the "Massachusetts. It's all here" positioning to heart, Mullen has fashioned 90 spots for the state's tourism program, each touting a specific destination, activity or attraction.Mullen's 90 spots for Massachusetts highlight 90 different aspects of the Bay State.

The unorthodox push is designed to illustrate that there's so much to do in the Bay State, a new ad is required every day just to catalog the possibilities. All of the commercials will be hosted online at Massvacation.com/90spots, though each gets just one day to air on TV. The first spot, which focuses on the Mayflower II in Plymouth, Mass., breaks today.The media buy includes Boston, New York, Hartford, Conn., Albany, N.Y., and Providence, R.I., with a new spot breaking daily.

"We have the problem every tourism destination wants; there's too much to do here to capture it all in one ad," said Betsy Wall, executive director of the Massachusetts Office of Travel & Tourism. "There are many reasons why visitors choose to visit Massachusetts, and it is important that our campaign emphasizes the breadth of offerings available. Filming 90 spots was a labor of love." Mullen produced all of the ads in-house. Total media spending for the effort is $4.5 million, with print, radio, direct and promotional efforts also in the mix. Interpublic Group-owned Mullen is based in Wenham, Mass.

I was suprised about that they've provided highlighting 90 different spots for adveriting state tourism. New spot breaking daily is an incredible work since it comes from brainstorming with creative thinking. In my thought, it should have a good effort thought this campaign because the number of things and aspects that people can get advantage of during their travling must be the most important for them to decide where they choose to spend their money for tourism. The one advertisement that is required every day just to catalog the possibilities should be a shout that can get audience's attention. Variety and worth of the traveling the state could be shown and attractive to their target. I've been doing on project to advertise traveling Wyoming in another my major course, which is Intro Creative. I've been tought that how it is important to show what is unique and different values and things that people can take advantage on traveling the state in advertisement.Finding out and focusing on each facts of touting a specific destination, activity or attraction in the state is a great idea and workable campaign.