There are many icons people associate with the city of Boston. Baseball. Baked beans. The Charles River. Distinct accents. But more than anything else, Boston is known as the birthplace of America. It’s no wonder the Freedom Trail is historically Boston’s most-visited attraction. 

The Freedom Trail. What’s more Boston than that?

To help our client come back strong after the first year of the pandemic—the Freedom Trail Foundation was restarting its guided, costumed tours after 18 months of no tours—we got the word out that a trip to Boston without a visit to Freedom Trail is no trip to Boston at all. 

Visitors responded. 

  • The 30 street signs placed in downtown Boston and throughout its neighborhoods, on major roadways leading into the city, and at high-traffic public transit areas delivered an estimated reach of 8,300,000 impressions.
  • The 75,000 rack cards and 200,000 maps printed and distributed to Boston and Cambridge hotels as well as area information centers reached an additional 434,000 potential Trail visitors.
  • The two-page ad spread in the Greater Boston Convention & Visitors Bureau Official Visitors Guide reached more than 115,000 tourists.
  • The targeted social media campaign reached more 500,000 visitors. 

And, best of all, even with limited capacity and a tour schedule significantly reduced as compared to pre-pandemic tour sizes, tourists came back for “More Boston,” using the Freedom Trail as a gateway to explore the city, its historic sites and other attractions, and local merchants. Travelers came from Boston’s neighborhoods, the regional drive market and from throughout America to once again explore the Foundation’s unique, entertaining and informative celebration of Boston and the American Revolution. Tours regularly sold out and historic sites were often at capacity. 

In a divisive time in America, the campaign got more people visiting and talking about the Freedom Trail and freedom in America. What’s more Boston than that?

*Work done at Mower