Thirty years ago, Boston’s waterfront was run down and cut off from the city by an elevated highway. The harbor was so polluted, an accidental swim required a visit to the hospital. After billions in investment, Boston has one of the cleanest, most beautiful harbors in the US.
Beginning in 2012, an ad-hoc coalition of waterfront non-profit organizations led by The Boston Harbor Association began co-promoting all the cultural offerings taking place on Boston’s waterfront from June 1st through Labor Day. In our first year, we raised over $1m in pro bono marketing support and reached over 25 million views through our marketing campaign with the slogan “Eat. Splash. Shop. Learn. Rediscover Boston’s Waterfront this Summer.”