Tourism Group Launches "Massachusetts: Ireland's Other County" Ad Campaign in Summer 2000

Twenty-five years ago this summer, the newly formed Boston Irish Tourism Association (BITA) launched an advertising campaign to promote Irish culture and heritage in Massachusetts to the visitor industry. The goal was to form a coalition of local travel and tourism groups, hospitality entities such as hotels and restaurants, and cultural venues including museums, concert halls, festivals, cultural venues and universities, to brand Massachusetts as The Capital of Irish America. The Association printed 50,000 copies of a full color, oversized brochure that featured cultural events, festivals, tall ships and other summer festivities, plus information on local Irish organizations, gift shops, museums and heritage sites. It was distributed at hundreds of visitor and cultural outlets in New England and sent to national media, travel agencies and cultural venues across North America. The campaign was supported with a grant from the Massachusetts Office of Travel & ...