eTravel Project

Brand: Massachusetts Office of  Travel and Tourism

Execution: A 3 million dollar campaign launched by Massachusetts Office of  Travel and Tourism directed to markets in the Northeast. The tagline of the campaign “Massachusetts. It’s all here” and the campaign was commissioned to a Boston based agency, Connelly Partners.

Description: The commercial spot is a few minute video that reuses much of last year video spot. It reminds a lot of the cartoons figures and story line of the 2007 “Is this New York City” video.

What We Like: the video is dynamic and flows from place to place without boring the viewer. It is not overloaded with tourist icons and has the right length. The spot is really well-packed graphically and has the ability to talk to a specific target market: outdoor travelers.

What We Don’t: Massachusetts looks more like an amusement park in the video. It seems to concentrate on a unique target market only. Perhaps there are other videos in the making. Also, it reminds too much of the New York City video. The video cannot be embedded. I am sure it is done on purpose, but Mass Tourism misses on a great viral marketing opportunity in the web 2.0 era.

Conclusions: A catchy campaign with a few opportunities missed.