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By Mia McCarthy, Reporter Correspondent
April 8, 2021
Mia McCarthy, Reporter Correspondent
Boston’s acting Mayor Kim Janey announced the All-Inclusive Boston campaign during a press conference at Hiberian Hall in Roxbury on Monday. Mayor s Office Photo by Jeremiah Robinson
All-Inclusive Boston, a $2 million marketing campaign aimed at promoting Boston as a multicultural tourism destination to boost the city s hobbled hospitality industry, launched on Monday after months of planning that started under the Walsh administration. Mayor Janey unveiled the push during a press event at Hibernian Hall in Roxbury in which she praised the campaign. For the first time I see our city promoting itself in a way that I feel seen,” Janey said in reference to a video which features local artists and entrepreneurs, many of them people of color.
“Boston does have a reputation as being a racist city,” Janey said. “We all know that here. We all have a lot of work to do. I think we have come very far. I am standing here before you as the first black mayor of our city and first woman mayor and that symbolizes how far we’ve come.”
Travel and hospitality, Boston’s third-largest industry, has been devastated by the coronavirus pandemic, Janey said, and has a workforce that is 70 percent people of color. The campaign, “All Inclusive Boston,” is designed to provide an equitable recovery for the industry.
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Can a glossy tourism campaign once-and-for-all shed Bostonâs image as a racist city?
Weâre about to find out.
On Monday, the city rolled out its first-ever campaign to market Boston â not events that happen here such as the Marathon, or places to visit like the Freedom Trail or Faneuil Hall â but the actual city itself, and the people who live and work here.
The stars of the $2 million marketing effort â built around the clever tagline âAll Inclusiveâ â are Black, Latino, and Asian-American Bostonians, from restaurateurs to shop owners, who celebrate the cityâs majority-minority status in a minute-and-half video, as well as on billboards.