Pixels to People: Revitalizing Tourism in Pittsfield, MA

In collaboration with Bospar, I had the privilege of spearheading a transformative communications strategy for the city of Pittsfield, MA. Faced with the pandemic-induced travel restrictions, Pittsfield's tourism sector was reeling, prompting a targeted effort to revive interest and engagement. With a strategic focus on media relations, influencer marketing, and organic social media, the goal was to position Pittsfield as a compelling travel destination, particularly among millennials and Gen Z.

Project Overview and Goals

Distinguish Pittsfield from neighboring towns in the Berkshires, spotlighting its unique attractions to stimulate tourism and relocation.
Expand the 'Love Pittsfield' social media profiles' following among Gen Z and millennials.
Foster a sense of community among Pittsfield residents by establishing 'Love Pittsfield' as a go-to hub for local news, discussions, and event promotion.

Creative Strategy and Execution

Position Pittsfield as a cost-effective and easily accessible destination from East Coast metropolitan areas. Leveraging the Berkshire Flyer rail service, Bospar organized impactful familiarization trips with bloggers and reporters, securing broad coverage across national travel, regional blogging, and local media.
Curate visually compelling content on Instagram, showcasing Pittsfield's vibrant arts, culture, food, and events. Cultivated relationships with local artists and photographers to ensure an authentic stream of high-quality visuals.
Orchestrate partnerships with travel influencers to amplify awareness among Gen Z and millennials.
Strategize partnerships with travel influencers to broaden awareness among Gen Z and millennials of Pittsfield as a must-visit spot in the Northeast.
Coordinate influencer trips to develop impactful Instagram and TikTok content highlighting the city's activities, lodging, food and cultural offerings. Successful collaborations, like the one with Hunter Hulbert, generated 100,000+ impressions and 1,000+ engagements across Instagram and TikTok.
Establish Facebook as a platform for local residents to engage in discussions about Pittsfield's history, news, and events. Establish event pages to ease communication and information dissemination.
Initiate a 'Pittsfield History' series in collaboration with the local historical society, tapping into nostalgia and sparking discussions among older locals.

Results

Secured 130+ media placements, garnering a staggering 1.7 billion media impressions for Pittsfield in prestigious publications such as The New York Times and Forbes.
Achieved a 26% increase in Pittsfield's Share of Voice, surpassing rival destinations.
The 'Love Pittsfield' Instagram account witnessed a 20% surge in followers and a 400% increase in monthly engagements.
The 'Love Pittsfield' Facebook page experienced a 75% uptick in monthly engagements.