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Insight
Massachusetts is know for its history, but not for its tourism. In fact it's been years since consumers have seen what MA has to offer for tourism.
Challenge
History is old, how do we shake the dust off of MA and get Millennial and young families to pick MA as a travel destination within four hours of travel.
Our answer was to show viewers that they can have a vacation of their choice. With our "this or that" concept we show both sides of peoples vacation conversation - all wrapped up with an authentic MA attitude message that says "no matter what you want, just do it here."
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