The Great Seal of Massachusetts next to the words Commonwealth of Massachusetts Executive Office of Economic Development.

June 26, 2023

Meggie Quackenbush
[email protected]

Mike Quinlin
[email protected], 617-973-8503

Massachusetts Launches “Massachusetts For Us All” LGBTQIA+ Pride Marketing Campaign across Florida, Texas, New York and New England

Digital billboards and social media ads promote Massachusetts as welcoming, safe place for all

BOSTON – Today, the Massachusetts Office of Travel & Tourism (MOTT) launched a new campaign centered on promoting Massachusetts as a welcoming and safe place for all. The “Massachusetts For Us All” campaign celebrates the diverse and inclusive nature of the state by featuring members of the LGBTQIA+ community in advertisements that will be positioned on highway billboards across New England, Florida, Texas and New York and promoted on social media.

“At a time when other states are misguidedly restricting LGBTQIA+ rights, we are proud to send the message that Massachusetts is a safe, welcoming and inclusive place for all. The ‘Massachusetts For Us All’ campaign sends a clear message that Massachusetts stands for freedom and civil rights,” said Governor Maura Healey. “To anyone considering where they want to live, raise a family, visit or build a business – we want you to join us here in Massachusetts.”

“We’re excited to see this campaign promote Massachusetts as a year-round destination for all and an inclusive place for members of the LGBTQIA+ community,” said Lt. Governor Kim Driscoll. “This Pride Month – and always – we want to share the message with visitors and residents that Massachusetts is for all of us, all of the time.”

The “Massachusetts For Us All” campaign launch coincides with Governor Maura Healey’s address to the Irish Senate on June 27 to celebrate the 30th anniversary of the decriminalization of homosexuality in Ireland.

The campaign includes LGBTQIA+ couples photographed in locations throughout Massachusetts featured on billboards that will run throughout New England as well as locations in New York, Florida, and Texas.

“Our tourism industry plays an important role in Massachusetts’ economic health and prosperity,” said Secretary of Economic Development Yvonne Hao. “This campaign encourages tourism throughout the state, reminding everyone that they are welcome here and they are key to the success of our communities.”

“This campaign is all about love,” said Undersecretary of Economic Strategies Sarah Stanton.  “Love where you live, where you visit, and who you travel with. Being a state that welcomes and celebrates the LGBTQIA+ community is one of the many things that makes Massachusetts special.”

“This campaign incorporates the values we hold dear in Massachusetts into our economic strategies,” said MOTT Executive Director Kate Fox. “I am excited about this campaign and look forward to incorporating the ‘Massachusetts, for all of us’ message into our future marketing endeavors.”


About Massachusetts Office of Travel & Tourism (MOTT)
MOTT’s mission is to promote Massachusetts as a leisure and business travel destination for domestic and international markets and to contribute to the growth of the Commonwealth’s economy. For information about visiting Massachusetts, go to