Healey-Driscoll Administration Launches New “Made Possible” Tourism Campaign to Promote State History and Culture, Attract New Travelers
BOSTON — Today, Governor Maura Healey announced a new tourism campaign called “Made Possible” to showcase Massachusetts as a dynamic travel destination for visitors across the globe and the best place to live, raise a family, and build a business. The campaign builds off of the administration’s “Massachusetts For Us All" campaign, which ran in the Summer of 2023, as well as proposed investments in arts, culture and tourism in the Mass Leads Act.
“Our state is full of go-getters and change-makers, each with an amazing story to tell and invaluable contributions to make in our diverse communities,” said Governor Healey. “Everyone is welcome here, and we proudly showcase this on a global scale. The Made Possible campaign will engage a new generation of travelers and future residents and demonstrate that anything is possible here in Massachusetts.”
“Through Made Possible, visitors can find themselves in every corner of Massachusetts – in our small businesses, downtown areas, and cultural centers,” said Lieutenant Governor Kim Driscoll. “Through this new campaign, we want residents and visitors to feel connected to our state’s rich heritage and legacy of possibility. We look forward to sharing our story.”
The campaign will emphasize digital and social engagement and aim to increase tourism to Massachusetts’ many historic, cultural, and natural destinations, from Boston to the Berkshires and Provincetown to Plymouth. Launching in June during Pride Month, the campaign will also highlight Massachusetts as a welcoming place for the LGBTQIA+ community through creative billboards and digital advertising in New England states, Texas, and Florida. The campaign will grow over the next 12 months, targeting domestic travelers through a mixed media approach that will include television, radio, digital, print, and billboards that target consumers who are planning travel to Massachusetts.
Made Possible’s creative builds off of the successful launch in 2023 of “Massachusetts For Us All,” which ran from June 2023 to September 2023 on highway billboards and social media in Texas, Florida, New York, and New England, promoting Massachusetts as a welcoming and safe place for all. The campaign resulted in 1.6 million impressions and 12,000 website visits.
“Massachusetts is a hub of innovation, new ideas, and the spirit of possibility, and we are excited to show the world our vibrant history and promising future through this new campaign,” said Economic Development Secretary Yvonne Hao. “Made Possible will help drive visitors to our many cultural, recreational, and historic sites and support local and regional economies throughout the state.”
“From our revolutionary roots and rich historical sites to our beautiful mountains and picturesque coastlines, Massachusetts has it all,” said Massachusetts Office of Travel & Tourism Executive Director Kate Fox. "We’re teaming up with Hill Holliday to welcome everyone to explore our vibrant cities and towns, stunning landscapes, and endless adventures. Massachusetts awaits!"
The Massachusetts Office of Travel and Tourism selected Hill Holliday, the award-winning integrated creative and media agency, as the creative partner developing and implementing the Made Possible campaign.
“Since its founding in 1968, Hill Holliday has been an advocate for Massachusetts and all its unique offerings across this amazing state. We are incredibly proud to represent the state we call home,” said Peter Nicholson, Chief Creative Officer, Hill Holliday. “This summer, we will launch a bold and fresh integrated campaign that celebrates our many destinations as well as our unique culture.”
In March 2024, the Healey-Driscoll administration unveiled the Mass Leads Act, the administration’s first economic development bill that contains the tools and resources needed to make Massachusetts the best place in the nation for individuals to pursue rewarding careers and for companies to start, scale, and succeed. The bill makes critical investments in the tourism, arts, and culture industries, including $40 million for capital improvements at tourism assets across the state, $50 million to improve cultural facilities like museums and theaters, the creation of an artist in residence and poet laureate for the state, and support for Massachusetts’ celebration of the 250th anniversary of the American Revolution.
