Allen & Gerritsen (A&G) and The Greater Boston Convention & Visitors Bureau (GBCVB) – the not-for-profit organization promoting tourism and visitation to Boston, Cambridge and the surrounding metropolitan area – premiered a video featuring the sights and sounds of the city to remind local residents why Boston is and always will be home.
The GBCVB approached A&G and asked for help in developing a poignant and thoughtfully uplifting message, appropriate for the current situation but with an eye towards the future. The goal was to convey gratitude to Boston’s citizens and essential workers, as well as a message of hope to locals—and hopeful tourists—eager to start enjoying all that the city has to offer once again.
“Everyone has had to make lifestyle changes during these uncertain times, and with travel temporarily shut down our typically vibrant tourism industry has been profoundly impacted,” said GBCVB President & CEO Martha J. Sheridan. “Our objective with this video was to remind the citizens of this great city and region that we will get to be together again soon, and demonstrate to visitors from across the country—and the world—that we can’t wait to welcome them again when it’s safe to travel.”
Despite the obstacles created by the city’s public health advisories and stay-at-home orders, A&G utilized pre-existing content to showcase some of Boston’s landmark sites, such as Fenway Park and the iconic Citgo sign, the Chinatown Gate, the Charles River, the George Washington Statue and Boston Symphony Orchestra. Beautiful murals from Boston’s diverse neighborhoods were also incorporated. The video features local reggae band, The Elovators, and their song “Boston” from their Defy Gravity album, with lyrics underscoring the central theme of the video itself; “feel at home when we’re coming back to Boston.”
“The story highlights what GBCVB does best, which is to spotlight what people love and appreciate about our city and all it has to offer,” said Andrew Graff, CEO of A&G. “During these challenging times, we wanted to incorporate as many homegrown Boston elements as we could. We hope that this message puts a smile on the faces of Bostonians and travelers alike who are eager to enjoy the city again.”
To learn more about the GBCVB and its more than 1,200 members including Boston’s best hotels, restaurants and other major attractions, visit www.bostonusa.com.
About The Greater Boston Convention & Visitors Bureau
The Greater Boston Convention & Visitors Bureau (GBCVB) is the primary private sector marketing and visitor services organization charged with the development of meetings, conventions and tourism-related business. Its goal is 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 over 1,200 companies in Boston, Cambridge and across New England that depend upon the visitor and convention industries for their own success and growth.
About Allen & Gerritsen
Allen & Gerritsen (A&G) is an independent, integrated, creative-led agency that is driven by strategy, data and humanity to generate sustainable results for modern brands. Our agency brings out a brand’s best self through strategies that truly understand people and the ideas that connect to them. Our headquarters are located in Boston and Philadelphia and our clients include Blue Cross Blue Shield of Massachusetts, Citrix, Comcast, Fresenius Medical Care North America, National Organization on Disability, Philadelphia Flyers, The TJX Companies and more. A&G builds our own best self by embracing the diversity of our talent and taking pride in creating a warm, curious, genuine, thoughtful culture. A&G was ranked twice by Advertising Age as the #1 “Best Place to Work in Marketing & Media.” To learn more, check out www.a-g.com and follow the agency on LinkedIn, Facebook, Twitter and Instagram.