Case Study

The COVID-19 pandemic created a downturn in tourism for destinations across the country, including Boston. With an eye toward improving conditions in the months to come, the City of Boston wanted to create a campaign that would revitalize the City’s tourism while doing so in an equitable way for all neighborhoods and residents.

In partnership with Proverb, Heart+Mind Strategies conducted a rapid, multi-phase research approach to explore the attitudes of travelers, top-of-mind perceptions and associations with Boston, awareness and interest with the cross-cultural vertical offerings available in the destination, and the rational and emotional benefits of visiting Boston. A key insight to the research was that the campaign needed to combat some negative stereotypes of Boston and evolve Boston’s brand to better reflect the diversity and inclusivity that so many residents have strived for.