THE HEART OF MASSACHUSETTS

CM Communications was engaged to promote the Heart of Massachusetts initiative, a collaborative tourism effort uniting Visit North Central Massachusetts, MetroWest Boston Visitors Bureau, and Discover Central Massachusetts. The campaign aimed to position the region as a cohesive, vibrant super-destination and drive visitation during the shoulder season (November through April).

Through a strategic earned media program including themed group press trips, targeted media visits, and proactive press outreach, CM highlighted the region’s attractions, cultural experiences, and family-friendly offerings. The campaign has secured placements in The Boston Globe, WBUR, and Boston.com, with additional upcoming coverage in Yankee Magazine and The HUB Today (NBC Boston), generating 13 media visits, 160 media placements, and 3.2 billion impressions to date.