PROGRAM OVERVIEW

STRATEGY

To market and promote Massachusetts as a premier travel destination in primary international markets (Canada, United Kingdom, and Germany) and in secondary markets (Ireland, Japan, France, Italy, and the Netherlands). Exploratory markets include Spain, Argentina, and Brazil.

The Massachusetts Office of Travel and Tourism (MOTT) contracts with destination marketing agencies in its eight primary and secondary markets to implement comprehensive promotional programs.

Marketing and public relations activities include, but are not limited to: ongoing proactive travel trade outreach, international travel trade and consumer shows, destination training programs, cooperative marketing with in-market travel partners, familiarization (FAM) tours, media relations, and consumer promotions.

TRAVEL TRADE PROMOTION

MOTT’s travel trade promotion consists of proactive outreach to tour operators whose brochures feature New England and Massachusetts product. MOTT works to secure current product, to expand product offering, to support cooperative opportunities (consumer promotion, direct mail, point of purchase, etc.), and to assist itinerary development. As needed, MOTT will provide tour operators with videos, promotional items, and literature to support promotion.

MOTT works in partnership with major airlines in each primary and secondary market to develop cooperative promotions.

In addition, MOTT will participate in 16 travel trade shows throughout Fiscal Year 2010. Click here for a complete listing of international trade shows that MOTT will attend. MOTT is offering participation opportunities in select international tradeshows; for more information please contact International Marketing Director Victoria Cimino.

MEDIA RELATIONS

Media relations conducted in MOTT’s eight primary and secondary markets generate valuable earned media coverage for the state. Our in-market agencies provide story ideas, issue press releases, develop/distribute e-newsletters, and respond to image/b-roll requests.

MOTT will host 26 press familiarization tours (both individual and group) throughout Fiscal Year 2010.

INDUSTRY PARTICIPATION

Familiarization Tours
Up-to-Date Event Information
Thematic Itineraries
New “Product”
Imagery
Events/Shows: Governor’s Conference on Travel and Tourism, International Pow Wow, Discover New England Annual Summit and Marketplace