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State Urging Businesses to Use 'My Local MA' Marketing Campaign

At a video meeting Wednesday with members of the Cape Cod Chamber of Commerce, the Massachusetts Office of Travel and Tourism urged local businesses to take advantage of a state marketing campaign promoting in-state travel.

Keiko Matsudo Orrall, executive director of the tourism office and a former state representative from Lakeville, said the “My Local MA” campaign encourages the public to spend their money with local companies.

  

“We're trying to create a movement,” she said. “We're trying to get people to pause and think before they make a purchase or travel decision ... and giving them a good reason.”

The campaign offers logos, flyers, and social media images, and it uses the tagline, “Put your money where your heart is: right here in Massachusetts.”

Tony D’Agostino, research director at the tourism office, said that even though Cape Cod and Massachusetts at large are a well-established travel market, advertising helps.

“Marketing is hugely important,” he said. “Massachusetts does well; some would argue that, given our assets, we will always do well. I'm not sure that that's the case. Pepsi Cola, Toyota — they all advertise.”

Hospitality has been one of the hardest-hit industries in the pandemic. Room-nights rented on Cape Cod fell 26 percent last year.

But the Cape fared better in lodging than Massachusetts as a whole, which lost 66 percent.

D’Agostino said Cape Cod benefitted in part from travelers who decided to avoid urban centers because of COVID-19.

Travelers to the Cape spent $6.3 billion over a five-year period ending in 2019. Add Martha’s Vineyard and Nantucket, and it reaches $8 billion.