GREATER BOSTON CONVENTION & VISITORS BUREAU 4-MONTH PUBLIC RELATIONS CAMPAIGN

Boston America's Walking City
  • Objective

    To develop and implement a strategy to promote Boston to meeting planners throughout the United States.

  • Program
    • Boston had not promoted themselves to meeting planners through public relations in several years. A four month program was developed to generate press coverage in trade publications through advertorials, press releases, and fact sheets.
    • A newsletter directed towards 9,000 meeting planners responsible for groups from 20 – 20,000 was implemented for the first time ever. The newsletter promoted GBCVB services, as well as news from members.
  • Results
    • Over a four month period, over $110,000 worth of free press was generated.
    • Monthly newsletters generated four meeting leads representing more than 15,000 room nights.
    • Members of the GBCVB were pleased to have an opportunity to get their news out to 9,000 meeting planners, and the meeting planners have responded positively to receiving Boston news on a regular basis.