100 Years of Advancing Destinations

User-generated campaigns feed Mass. Love

Thursday, May 29, 2014

Its new summer campaign, called “#VacationYou,” is aimed at creating a steady stream of visitor-generated content featuring the state’s most beautiful destinations. And it’s based on a simple truth, says Scott Madden, senior partner at Connelly Partners, the Boston-based agency that created the work: “You turn into a different kind of person when you’re on vacation. You’re more fun.”