VoX Team: Paul Larcher, Account Director, Massachusetts Tourism Canada; Susan Webb, President & Andrew Ricketts, PR Manager
The 2 month road trip I took across the U.S. 2 years ago changed my life…and it all began in Massachusetts.
At a recent event inside the Panorama Lounge on the 51st floor of the Manulife Centre, as Paul Larcher, Account Director, Massachusetts Tourism Canada, VoX International, was describing the different regions of the state I got flashes of my days on the road. I began my journey in Boston, spending a day exploring Harvard and Fenway Park, before making my way down to Cape Cod and spending 3 days in Hyannis and Provincetown.
Larcher said that Massachusetts’ new campaign will promote the state as vibrant and lively in order to draw in the millennials and Generation X-ers and Y-ers instead of their usual baby boomer visitors.
“Millennials don’t always have much interest in history but they are interested in the arts, food, outdoor adventures and Massachusetts has all of this,” Larcher said. “This doesn’t mean that we’re excluding the other groups, on the contrary, we have actually noticed that the boomers are switching over and instead of being stereotypical and focusing on just the history and shopping venues, they’re also following in line with the millennials and want more unique experiences.”
While in Boston, I did notice that the bars and pubs were full of young adults and young professionals. In Cape Cod, particularly in Provincetown, I saw a mix of people, young and old, filling up cafes, walking around the eclectic shops and watching street performers. So, Larcher’s comment rang true – at least for me.
After the presentation and hors d’oeuvres, we moved down to Varsity Cinemas for a screening of The Judge starring Robert Downey Jr. and Robert Duvall. Much of the movie was filmed in Massachusetts in the areas of Belmont, Boston, Plymouth, Shelburne Falls and Worcester. Larcher pointed out that many movies including Good Will Hunting, The Departed and Moneyball, as well as TV Shows such as Cheers, Ally McBeal and the Wahlburgers have been filmed in the state due to its uniquely rich culture.
