State Launches the “Let’s Go Out” Campaign

Last week, the Baker-Polito Administration announced the launch of the “Let’s Go Out” campaign, an effort to raise public awareness of the importance of supporting local restaurants across the Commonwealth.

Baker joined Acting Mayor Kim Janey and Secretary of Housing and Economic Development Mike Kennealy at MIDA restaurant in the South End, where owner and chef Douglass Williams also spoke.

The campaign is being led by the Massachusetts Office of Travel and Tourism (MOTT) in conjunction with the Executive Office of Housing and Economic Development and industry partners. The launch of the $1.9 million campaign is timed to coincide with the lifting of public health restrictions in Massachusetts and is scheduled to run throughout the summer, through September.

The mission of the campaign is to amplify the importance of restaurants as an integral part of daily life and a key driver of economic activity for the Commonwealth’s downtowns and main streets. “Let’s Go Out” is an extension of the Administration’s “My Local MA” campaign that has been encouraging residents to shop, dine and stay local since last August.

“Our administration recognizes that the challenges created by the pandemic have made the last year tremendously difficult for the entire small business community, and especially for the restaurant industry,” said Governor Charlie Baker. “We have been proud to provide more than $688 million in grants to help restaurants and other hard-hit small businesses navigate these challenges, and look forward to building on that support through the ‘Let’s Go Out’ campaign to ensure a strong recovery for restaurants across the Commonwealth.”

Campaign ads will capture the meaningful moments that play out in restaurants, such as celebrating special occasions, reconnecting with friends, spending time with loved ones, or meeting someone new. Following the economic impact of COVID-19 on restaurants and the transition of many customers to delivery and takeout alone, this summer presents an opportunity for consumers to get out and reengage with friends and family, around the food they love in an atmosphere that invites emotional connections.

“As our restaurants reopen to capacity, it’s an exciting time for them to welcome back customers,” said MOTT Executive Director Keiko Matsudo Orrall. “The aim of the ‘Let’s Go Out’ campaign is to showcase the amazing diversity of restaurants we have across the state and encourage a return to in-person dining to support these businesses that are so critical to our economy. While there may be some changes at the restaurants, like new floor plans or contactless payment systems, the unparalleled experience of in-restaurant dining is essential to connection and community.”

The campaign, which will run through September 2021, will feature statewide coverage including display ads, digital billboards, posters, and radio spots, as well as billboards at Fenway Park. Additional billboards and display ads will be featured on highways and at Logan Airport, in partnership with MassDOT and Massport. A TV spot will also air on broadcast TV, including on NESN during Red Sox games in late summer. The campaign’s landing page, VisitMA.com/LetsGoOut, features campaign information and a growing restaurant directory.

The “Let’s Go Out” campaign was developed in close collaboration with key industry stakeholders that offered their expertise and support, including the Massachusetts Restaurant Association, Mass Restaurants United, and members of the Restaurant Promotion Commission.

“Over the last year, restaurant owners and their staffs have shown great resilience and creativity as they invented new ways to engage with customers while dealing with important but difficult safety restrictions. The fact is, however, that in-person dining is critical to the health of the restaurant industry. With the ‘Let’s Go Out’ campaign, Massachusetts is making it clear that they support restaurants, and are taking the issue seriously. The Massachusetts Restaurant Association is proud to be a part of this statewide effort,” said Massachusetts Restaurant Association President and CEO Bob Luz.

For information, go to VisitMA.com/LetsGoOut.

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