International Marketing

STRATEGY

To market and promote Massachusetts as a premier travel destination in six overseas markets: United Kingdom, Germany, Japan, France, Italy and Ireland.

The Massachusetts Office of Travel and Tourism (MOTT) contracts with destination marketing agencies in its six primary markets to implement comprehensive promotional programs.

Marketing and public relations activities include, but are not limited to: ongoing proactive travel trade outreach, international travel trade and consumer shows, destination training programs, cooperative marketing with in-market travel partners, familiarization (FAM) tours, media relations, and consumer promotions.

 

FOREIGN LANGUAGE WEBSITES

MOTT owns and manages six foreign-language websites:

German: massvacation.de
French: visitmass.fr
Japanese: massvacation.jp
Italian: massvacation.it
English: massholiday.co.uk
Irish: massholiday.ie

TRAVEL TRADE PROMOTION

MOTT’s travel trade promotion consists of proactive outreach to tour operators whose brochures feature New England and Massachusetts product. MOTT works to secure current product, to expand product offering, to support cooperative opportunities (consumer promotion, direct mail, point of purchase, etc.), and to assist itinerary development. As needed, MOTT will provide tour operators with videos, promotional items, and literature to support promotion. TRADE PORTAL.

MOTT works in partnership with major airlines in each primary market to develop cooperative promotions.

MEDIA RELATIONS

Media relations conducted in MOTT’s six primary markets generate valuable earned media coverage for the state. Our in-market agencies provide story ideas, issue press releases, develop/distribute e-newsletters, and respond to image/b-roll requests.

INDUSTRY PARTICIPATION

Familiarization Tours
Up-to-Date Event Information
Thematic Itineraries
New “Product”
Imagery
Events/Shows: Governor’s Conference on Travel and Tourism, International Pow Wow, Discover New England Annual Summit and Marketplace