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

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Twenty-five years ago, the newly formed Boston Irish Tourism Association (BITA) launched a new advertising campaign to promote the Irish cultural community in Massachusetts. 

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. 

BITA's media sponsor, The Boston Globe, ran nine full page ads in the daily and Sunday papers from June through August 2000, and several half page ads, to help get the campaign off to a rousing start, with thousands of requests for marketing information coming in through the 1-800 number and email address. 

BITA was formed in 2000 as a cultural tourism group celebrating travel to New England and Ireland. Its mission was to market New England’s vibrant Irish-American activities, from parades and festivals to performing arts and literary activities. Equally, BITA promoted Ireland as a visitor destination and sought to strengthen travel industry ties between New England and the island of Ireland.  

In 2025, BITA celebrates its 25th anniversary as a unique cultural tourism program.  

Read more About BITA.


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