All Inclusive Boston campaign extended
Culminating her commitment to putting equity at the center of the City of Boston’s recovery from COVID-19, Mayor Kim Janey today announced the expansion of the All Inclusive Boston tourism campaign, having awarded a request for consulting services to a partnership between Colette Phillips Communications and Proverb –– Team CPC-Proverb –– and the Greater Boston Convention & Visitors Bureau (GBCVB). The scope of this work includes building upon the April 2021 All Inclusive Boston tourism campaign to extend into the spring of 2022, as well as the continuation of marketing for the B-Local program to promote shopping locally, to launch in time for the 2021 holiday season.
Since initially launching the All Inclusive Boston tourism campaign in April 2021, Mayor Janey has promoted a strong recovery in Boston’s diverse travel and hospitality sector. With these industries devastated by the pandemic, this initiative showcases Boston’s workers, entrepreneurs, and tourism assets, across all neighborhoods, as part of an equitable recovery initiative. Tourism and hospitality is the third-largest industry in Boston and the Commonwealth. The sector employs a large percentage of workers of color, making it critical to an inclusive economic recovery.
The All Inclusive Boston campaign is renewing and reimagining how Boston is perceived locally and across the globe. With over 57 million overall campaign impressions, 1 million video views on social media, and a 400 percent increase in web traffic to date, the campaign successfully highlights the local attractions and eclectic neighborhood offerings across the city. It also supports many small businesses that suffered during the COVID-19 pandemic. Extending the All Inclusive Boston campaign continues the work of safely reopening and renewing all neighborhoods across the city.
“The All Inclusive Boston campaign has played a key role in keeping our tourism industry and small businesses afloat during this difficult time,” said Mayor Kim Janey. “It is important that we continue this campaign to encourage our visitors to explore parts of our City that they may not have been to before and to continue to support our businesses and workers in this time of renewal. I look forward to working with Colette Phillips Communications, Proverb, and the Greater Boston Convention and Visitors Bureau to build on their prior work on the All Inclusive Boston campaign and to extend their marketing know-how to the City of Boston’s B-Local app as well.”
B-Local is a free mobile app that supports small businesses by incentivizing residents and visitors to shop locally and driving Boston's economic recovery. Launched in April 2021 as a pilot program, the rewards app has on-boarded over 2,700 small businesses -- many of whom are woman, immigrant, Black, or minority-owned. With the City’s reopening and increased foot traffic, this will provide critical support to the businesses that struggled to keep their doors open with the shutdown. As of October 2021, the app has attracted over 10,000 registered user downloads. By integrating this app with the All Inclusive Boston campaign it will only further increase visibility and support Boston’s vibrant small business community. Since its launch, B-Local has granted over $97,949.73 to local businesses through user reward redemptions and generated $884,008.52 in overall spending at these businesses.
Together, Colette Phillips Communications, Inc. (CPC), an award-winning marketing and communications firm, and the first minority and woman owned public relations firm in the City of Boston; Proverb, a Boston-based, minority owned, award-winning creative branding, design, and advertising agency made up of 25 talented, diverse, and strategic creatives; and the GBCVB, the city's primary marketing and visitor services organization, will work to extend the All Inclusive Boston campaign and continue marketing for the B-Local app, highlighting Boston’s multicultural, local economy and promoting the city as a welcoming and diverse destination with rich cultural enclaves and many untold stories.
“We are honored and grateful to Mayor Janey for giving CPC this opportunity to lead this campaign into new markets, working with our incredible partners at Proverb and the Greater Boston Convention and Visitors Bureau to show the world all that Boston has to offer,” said Colette Phillips, CEO of Colette Phillips Communications, Inc. “We are also excited to leverage B-Local to support and promote our minority, women, LGBTQIA, and veteran-owned businesses - building on the tradition of this campaign as a model for economic inclusion.”
“The All Inclusive Boston campaign encourages residents and visitors to see Boston as the diverse, welcoming, and vibrant city we know it to be,” said Daren Bascome, founder and managing director of Proverb. “We’re grateful to Mayor Janey for extending this story of Boston into new markets and proud that this campaign will continue to serve as a promise about what is possible when we tell a city’s story from a broader and more inclusive lens.”
“There’s never been a more critical time for the City of Boston to invest in a tourism marketing campaign,” said Martha Sheridan, President and CEO of the Greater Boston Convention and Visitors Bureau. “The extension of All Inclusive Boston is a testament to how the campaign has been received and how important it is for us to continue this work to tell a broader, more inclusive, and more authentic Boston story. This is what visitors want and it’s what the GBCVB is determined to deliver.”
For more about the All Inclusive Boston campaign, including more campaign collateral, visit allinclusivebos.com, the dedicated website for this campaign maintained by the Greater Boston Convention and Visitors Bureau. Follow along on social media with #AllInclusiveBos.COLETTE PHILLIPS COMMUNICATIONS
Colette Phillips Communications, Inc. (CPC) is an award winning marketing and communications firm, and the first minority and woman-owned public relations firm in the City of Boston. CPC has received local and national awards and recognition for its work advancing diversity, equity, and inclusion in the marketplace.PROVERB
Proverb is a minority owned agency located in the South End that focuses on building powerful brands and creating a more thoughtful world around us. They partner with innovative real estate developers, cities, hotels, museums, architects, hospitals and other organizations that seek to transform the built environment. Proverb is fluent in brand and market strategy, identity and naming, interactive design, environmental design, and communication design. Proverb’s diverse creative team takes a deep, research-driven approach because the brands they create make an impact today, but also help form the culture and economic vibrancy of tomorrow.GREATER BOSTON CONVENTION & VISITORS BUREAU
The Greater Boston Convention & Visitors Bureau (GBCVB) is the official sales, marketing and visitor services organization charged with the development of meetings, conventions and tourism-related business to enhance the economy of Boston, Cambridge and the metropolitan area. The GBCVB is a not-for-profit, membership-driven sales and marketing organization comprised of almost 1,200 member companies across New England that depend on the visitor economy for their own success and growth.MAYOR'S OFFICE OF ECONOMIC DEVELOPMENT
The Economic Development Cabinet's mission is to make Boston an appealing and accessible place for working families, entrepreneurs, businesses, and investors to innovate, grow, and thrive in a way that fosters inclusion, broadens opportunity, and shares prosperity, thereby enhancing the quality of life for all Bostonians and the experience for all visitors.MAYOR’S OFFICE OF TOURISM, SPORTS, AND ENTERTAINMENT
The Mayor's Office of Tourism, Sports, and Entertainment supports the tourism industry in Boston by producing events, supporting film and TV production, and marketing the City to conventions and visitors. Our mission is to advance tourism in Boston and promote participation in public celebrations from Boston residents and visitors to our City.