Hapless Airport Advertising Reaches New Heights with Boston’s Convention and Visitors Bureau

I’m having a hard time getting past the non sequitur which is at the heart of a bad ad in Boston’s Logan Airport presented by the Greater Boston Convention and Visitors Bureau.

Summer Selects…Boston
What does this even mean? Did Summer select Boston like the GOP selected Cleveland, or like the Olympics will select any city other than Boston if they’re rational?

And talking about the time of year before getting to the real message just feels like tactic more suitable for a PTA newsletter than a display ad. Look how long its taking us to get to the point of this ad.

You should too?
Wait, hasn’t everyone seeing this panel at Logan Airport has already chosen Boston, or chosen to leave it? I could see welcoming or thanking people at the airport, but it is a funny place to talk about selecting Boston. By the time they’re here, that call’s been made.

Safe art to match pointless copy
Look at the rich residential image and ask, “What’s here for me?” It looks like a street sweeper just came through and cleared Beacon Hill of everything but architecture and flowers. But it doesn’t have to be this way.

Imagine if this same image had promoted the Beacon Hill Garden Tour, along with Open Studios in a half dozen neighborhoods, perhaps Saint Festivals in the North End. Though I still think QR codes are ugly and  dysfunctional – they could be employed here to connect to the guide that seems to be the buried purpose in this work. 

But wait, we have some kind of guide!
The apparent payload of the add is a buried call to request a visitor guide at the airport or through their website. Why? Maybe it is free, informative, and filled with ads and offers from paying advertisers which this ad is intended to promote. But if so, all that goes unmentioned.

The ad fails to mention any attractive attribute about the guide or Boston. It just takes up space, and eventually will contribute to a brand reach report – suggesting that in aggregate that this ad added value to our region’s standing. But Summer doesn’t select Boston, and nobody else will based on this creative and placement.

Greater Boston CVB, I’m talking to you
We live in the Hollywood of Science, which is also a sports mecca, and through film and television (Banacek to Johnny Tremain; Allie McBeal to Black Mass) it has a legitimate place in the world’s imagination. Boston’s brand is the exact opposite of this ad, Boston is nothing but imagination.

I contacted GBCVB’s public relations office and learned this was donated space — and the goal of the campaign was to portray Boston as open for business after last year’s marathon bombing.

But to sell the shoe, you have to show the shoe. And what GBCVB shows us about Boston is forgettable.

Perhaps we’ll fair better once Fall or Winter chose Boston.

34 Responses to "Hapless Airport Advertising Reaches New Heights with Boston’s Convention and Visitors Bureau"

  • immobilier luxembourg

    October 8, 2014

    Découvrez Hynsh Immobilier, le leader de la transaction immobilière à Luxembourg.

    Immobilier Haut de Gamme.

  • bodybuilding

    October 10, 2014

    I read this post completely concerning the resemblance of newest and
    preceding technologies, it’s amazing article.

  • Samuel

    October 12, 2014

    Ahaa, its pleasant discussion about this piece of writing here at this webpage,
    I havve read all that, so noow mme also commenting at this place.

  • fails 2014

    October 20, 2014

    Spot on with this write-up, I honestly feel this amazing
    site needs a great deal more attention. I’ll probably be back again to see more, thanks for the info!

  • Myrna

    February 5, 2015

    I the like your title of writing, donjon it up dude.

  • Warren

    February 27, 2015

    (A broadband connection will deliver superior audio and video quality).
    They are casting their one-eyed gaze at locals and tourists from statues, posters and a good deal of Olympic merchandise that varies from key
    chains to cutlery. Twelve teams representing their countries were sent to compete.

  • If you operate with the same principles, then Google
    is more likely to see your website as a good fit for more users’
    experiences. Google’s algorithms are very complex and extensive.
    gif, etc) may look great, the search engines cannot read what the images
    say. Have a separate landing page for each ad:
    To maximise the targeted traffic on your website,
    it is important have a separate landing page for each ad. Lots of people in business aren’t aware of business coaching, or don’t fully understand it, and there are very few that would actually go out looking
    actively looking for a business coach.

  • ?mieszne zdj?cia

    March 8, 2015

    Serwis zawiera zbiór naj?mieszniejszych materia?ó? dost?pnych w internecie
    – zabawne ? ?mieszne zdj?cia
    – humorystyczne filmiki
    – parodie piosenek ? reklam
    – memy z ?ycia wzi?t?
    – dowcipy które rozbawi? ka?dego ?? ?ez
    – filmiki wkr?caj??e ludzi
    Zaskakuj.pl jednym ??owem oferuje najwi?ksz? dawk?
    humoru ? jednym miejscu.
    Codziennie aktualizowany, ostra selekcja proponowanych
    materia?ó?. Mo?liwo?? dodania w?asnych publikacji.Do??cz ?o naszej spo?eczno?ci ? zaskakuj równie? na facebooku poprzez nasz fanpage.
    Wejd? ju? teraz ? przekonaj si? jakie to proste
    – przegl?daj, ?miej ?i? do ?ez, komentuj i zaskakuj swoich znajomych!
    Zaskakuj znajomych najlepszym humorem!

  • asuransi

    March 27, 2015

    I pay a quick visit every day some web sites and information sites to
    read posts, except this blog presents feature based writing.

  • Adam

    April 19, 2015

    wellspring aforesaid buddy, selfsame wellspring.
    It’s reward to translate your argument

  • howdy captivated to be coupled here. A piffling stimulus from
    me, things that you mentioned is true, but sometimes in that respect
    are just about external factors that too moldiness be considered.

    Though these factors wish greatly dissemble the
    cease consequence.

    My lowly opinion

  • http://omtool.de/

    April 28, 2015

    well said buddy, real easily. It’s honor to take your argument

  • bus schedule

    May 7, 2015

    Because in it, I will be sharing with you 3 very powerful ways for make extra
    income ideas. This form of marketing allows people
    to establish their own business without having to pay massive
    start-up costs. While some products may be easier to sell, it may not be as advantageous to do so.

  • Izetta

    May 14, 2015

    I concord with your explanation, we are altogether hither
    see selfsame swell indeed it is identical possible

  • MLB Starting Lineups

    May 26, 2015

    A highly refined Random Number Generator (RNG) machine that creates random outcomes for every sport is used within the on line

  • Evelly

    July 17, 2015

    I’d vetrnue that this article has saved me more time than any other.

  • Hector

    July 20, 2015

    You can receive the next one directly into your email
    by clicking “SUBSCRIBE” at the top of the page.
    Double Glazing Helps Towards a Decent Energy Rating.
    Pest Control is a major problem that has been among the prime concerns of people in Austin.

  • Mckinley

    October 5, 2015

    It is really a nice and useful piece of info. I am satisfied that you simply shared this useful information with us.
    Please stay us informed like this. Thank you ffor sharing.

  • bit.ly

    October 7, 2015

    You’ve made some good points there. I checked on the web for additional information about the issue and
    found most individuals wwill go along with your views oon this web site.

  • Youtube Channel

    March 14, 2016

    I think the admin of this web site is truly working hard for his web site,
    as here every data is quality based material.

  • bandar bola online

    March 27, 2016

    Brilliant content plus whatever knowledge it have been provided through this article very nice and good luck to you ^_^

  • http://tinyurl.com/

    June 6, 2016

    hello there and thank you for your info – I
    have definitely picked up something new from right here.
    I did however expertise sme technical issues using this website, since I experienced
    to reload the website many times previous to I could get
    it to load properly. I had been wondering if your web host is OK?
    Not that I am complaining, but slow loading instances times will often affect your placement in google and could damage
    your high-quality score if ads and marketing with Adwords.
    Anyway I’m adding this RSS to my email and can look out
    for a lot more of your respective exciting content.
    Make sure you update this again very soon.

  • web design jobs chicago

    August 26, 2016

    I’m from Brazil and my agency is the communication channel of a giant meals firm.

  • web design classes

    September 22, 2016

    That, however, modified in 2015, with the revelation that over 1.2 billion users entry the internet by way of smartphones, based on UK Web Hosting Reviews To adapt itself to this
    new statistic, Google announced the Mobilegeddon replace, which
    made it compulsory for all websites to optimize themselves for
    mobile gadgets, penalizing them in the event that they didn’t.

  • Class 3 protection is typically applicable to an industrial accident that leads to a short duration.

  • online business degree texas

    December 7, 2016

    It sounds like lots of work and it may be however it is
    extremely vital you do all of this in an effort to begin your internet enterprise with the proper alternative.

  • unturned item ids 3.0

    December 10, 2016

    People t??ay bring ab?ut violence.

    my blog post unturned item ids 3.0

  • Greetings sir please now we have a 52 inches plasma samsung tv at energy on it flashes an image on the screen with a
    sound then goes off with the screen dack.

  • indoqq

    January 17, 2017

    When someone writes an piece of writing he/she keeps the idea of
    a user in his/her mind that how a user can understand it.
    Therefore that’s why this post is great. Thanks!

  • Situs poker uang asli

    February 19, 2019

    This is one of the best website I have seen in a long time thankyou so much, thankyou for let me share this website to all my friends

  • Vivasexe

    May 4, 2022

    Wow, I love it! Thank you so much for sharing

  • Viptransex

    June 16, 2022

    Wow, I love it! Thank you so much for sharing

  • Sexnamka

    July 8, 2022

    Wow, I love it! Thank you so much for sharing

  • Geile negerinnen

    March 24, 2023

    Wow, I love it! Thank you so much for sharing

Leave a Reply

Your email address will not be published.