♪ ♪ ♪ >> Crossley: WELCOME TO "BASIC BLACK."

SOME OF YOU ARE JOINING US ON OUR BROADCAST, AND OTHERS OF YOU ARE JOINING US ON OUR DIGITAL PLATFORMS.

I'M CALLIE CROSSLEY, HOST OF "UNDER THE RADAR," 89.7.

TONIGHT: BOSTON'S NEW PITCH.

BOSTON, A CITY OF WARRING REPUTATIONS.

ON THE ONE HAND, IT'S KNOWN FOR THE BOSTON TEA PARTY, THE KENNEDYS, AND WINNING SPORTS TEAMS.

ON THE OTHER HAND, IT'S ALSO KNOWN AS ONE OF THE MOST RACIST CITIES IN AMERICA, A REPUTATION THAT PERSISTS DESPITE THE NOTED FIRSTS OF PEOPLE OF COLOR IN POLITICAL LEADERSHIP, ACADEMIA, AND TECHNOLOGY.

CAN A NEW TOURISM CAMPAIGN TOUTING AN INCLUSIVE CITY SHOWCASE THE REAL BOSTON?

JOINING US THIS EVENING: HILINA AJAKAIYE, EXECUTIVE VICE PRESIDENT, MEET BOSTON.

SEGUN IDOWU, CHIEF OF ECONOMIC OPPORTUNITY AND INCLUSION, CITY OF BOSTON.

AND ADRIAN WALKER, ASSOCIATE EDITOR AND COLUMNIST, THE "BOSTON GLOBE."

WELCOME TO YOU ALL.

>> THANK YOU.

S FOR HAVING US.

>> Reporter: I'M GOING TO START THIS WAY BECAUSE I THINK WHEN WE START TALKING ABOUT REBRANDING, REFLECTING THE REAL BOSTON, IT'S HARD FOR PEOPLE WHO ARE NOT PEOPLE OF COLOR, WHO HAVE EXPERIENCED THE PERSISTENCE REPUTATION OF BOSTON AS A "RACIST CITY "TO UNDERSTAND WHAT WE HAVE EXPERIENCED, ALL OF US.

THERE'S NOBODY SITTING ON THIS PANEL THAT HASN'T HEARD THAT AND HASN'T MAYBE PERHAPS EXPERIENCED IT IN SOME WAY.

SO I WANT TO STARRED WITH, ADRIAN, YOU'RE TALKING ABOUT JUST THAT REPUTATION AND WHEREVER YOU ARE, SOMEBODY IS GOING TO ASK YOU ABOUT IT.

>> I MEAN, YEAH, THIS IS A REPUTATION BOSTON HAS HAD FOR DECADE AND DECADES AND IT'S BEEN VERY PERSISTENT AND WELL EARNED, AND IT'S HIGH TIME THE CITY TRIED TO DO MORE TO BEGIN TO COUNTERACT IT.

>> Reporter:.>> Crossley: SEGUN?

AS YOU SAID, ALL OF US HAVE EXPERIENCED SOME FORM OF RACISM.

SOME PEOPLE MIGHT QUIBBLE ON MOST.

BUT THIS IS A PARTNERSHIP BETWEEN THE CITY OF BOSTON AND AN AGENCY LIKE "MEET BOSTON" TO NOT ONLY CHANGE THE PERCEPTION AND NARRATIVE BUT TO MAKE SURE ON THE CITY LEVEL THAT WHEN PEOPLE GET HERE THAT WE REEL WERE NOT WHO WE WERE DECADES AGO.

>> Crossley: >> Crossley: PEOPLE SAY TO YOU WHAT ABOUT BOSTON?

>> IT'S THE MOST RACIST CITY IN THE COUNTRY.

WHAT IS TRUE THE EXPERIENCE OF BLACK AMERICANS WHEN THEY'RE HERE IS ONE TYPES OF A HOSTILE ENVIRONMENT, THEY FEEL UNWANTED AND UNAPPRECIATED AND A LOT HAS TO DO WITH SOME OF THE CHANGES THIS ADMINISTRATION IS TRYING TO MAKE NOW THATTETH NOT ABOUT JUST HOW WE'RE APPROPRIATING OURSELVES THROUGH THIS CAMPAIGN WHICH IS IMPORTANT, BUT AGAIN IT'S TRUE ABOUT WHAT'S ON THE GROUND.

>> Reporter: HILINA, THIS IS YOUR BABY, THE REBRANDNG, BUT I WANT TO GET YOUR TAKE ON BEING CONFRONTED MANY TIMES ON BOSTON'S REPUTATION.

>> YEAH, AND I THINK WE'VE ALL EXPERIENCED IT PERSONALLY AND PROFESSIONALLY.

I THINK THAT THERE IS A CALL TO ACTION TO REALLY BE INTENTIONAL ABOUT STORYTELLING, SHIFTING THE NARRATIVE, AND ALSO NOT DISMISSING THE REALITIES OF WHAT IT IS TODAY, BUT, YOU KNOW, I WOULD TELL YOU THAT THERE'S NEVER BEEN A BETTER TIME TO REITERATE THE STORY, RETELL THE STORY, AND, AS A MARKETING ORGANIZATION, WE DO MARKET THE DESTINATION TO NOT ONLY DOMESTIC TRAVELERS BUT TO INTERNATIONAL TRAVELERS, BUT IT STARTS HERE AT HOME.

SO HOW DO RESIDENTS FEEL.

SO REALLY DOING WORK FROM THE INSIDE OUT, STARTING WITH ALL OF US, BUT PEOPLE WHO LIVE HERE EXPERIENCE HARDSHIP ABOUT BEINGBROOK IN BOSTON.

>> Crossley: YOU'RE REBRANDING THE GREATER BOSTON CONVENTION AND VISITORS BUREAU IS NOW "MEET BOSTON."

IT'S A WHOLE REBRANDING.

>> IT IS.

WE'RE CHANGING HOW WE OPERATE AS A BUSINESS.

WE'RE NO LONGER THE GREATER BOSTON CONVENTION AND VISITORS BUREAU.

"MEET BOSTON" SIGNIFIES MEET BOSTON AS A WHOLE, HERE'S WHO WE ARE, HERE IS A WIDER LENS ON HOW WE LOOK AT THE CITY OF BOSTON BUT ALSO GREATER BOSTON AND SURROUNDING CITIES AND TOWNS.

SO IT'S A START, A CONTINUATION OF A 45-YEAR-OLD ORGANIZATION AND MAKING SURE THAT WE'RE INTEGRATED, WE'RE ALIGNED WITH ALL OF THE CITIES AND THE NEIGHBORHOODS IN THE CITY OF BOSTON.

>> Crossley: OKAY, I'M NOT BEATING A DEAD HORSE, BUT THE "BOSTON GLOBE" DID A SERIES ON RACISM IN BOSTON AND BOSTON CAME IN EIGHTH IN TERMS OF WE CANALING FOLKS OF COLOR TO DOWN.

>> I WAS PART OF THAT SERIES IN 2017, AND, YEAH, WE FOUND -- YOU KNOW, THERE ARE A BUNCH OF METRICS YOU CAN LOOK AT, BUT THE REPUTATION IS REALLY THERE THAT BOSTON IS A VERY RACIST CITY.

ANOTHER THING WE LOOKED AT IS THE WAY BOSTON PROMOTED ITSELF.

WE LOOKED AT THE ADVERTISING WE USED AND ALL THAT, AND IT ALL PROMOTED THIS REALLY WHITE CITY.

IT WAS ALL ABOUT OUTH BOSTON AND CHARLESTOWN AND CLAM CHOWDER AND YOU WOULD BARELY KNOW ANY PEOPLE OF COLOR LIVED HERE.

>> Crossley: THAT'S MY PERFECT LEAD IN TO PART OF THE REBRANDING WHICH IS THE CAMPAIGN, BUT I WANT TO BE CLEAR IT'S A REBRANDING OF THE ORGANIZATION AND THE CAMPAIGN IS PART OF IT, THE NEW TOURISM CAMPAIGN.

LET'S FIRST TAKE A LOOK AND I WANT TO LET PEOPLE SEE WHAT WE'RE TALKING ABOUT.

THIS IS THE FORMER GREATER BOSTON CONVENTION AND VISITORS BUREAUS HAS NOW A NEW LINE "MEET BOSTON" AND THE TAG LINE BOSTON NEVER GETS OLD.

LET'S TAKE A LOOK.

♪ ♪ ♪ ♪ ♪ ♪ ♪ ♪ ♪ >> Crossley: WELL, THAT IS TOE-TAPPING AND EXCITING.

IT'S A WHOLE OTHER WORLD FROM ANY OTHER CAMPAIGN I'VE SEEN TOUTING BOSTON.

>> I GET GOOSEBUMPS BECAUSE WE'RE AT THE CUSP OF DOING THE JOB WE DO FOR A DESTINATION MARKETING WITH AN INCLUSIVE EYE.

WE DID RESEARCH IN 2020 AND 2021 WITH THE ALL INCLUSIVE CAMPAIGN AND WE KNOW BOSTON IS KNOWN FOR SPORTS, WHITE CAPS AND GUYS THAT DRINK BEER, BUT NO ONE TALKED ABOUT THE KINGS FELL IN LOVE IN BOSTON.

SO BEING ABLE TO STOP LONG ENOUGH TOTELL THE STORY AS A FULL STORY, THAT THE WHAT WE'RE ON THE CUSP OF DOING, AND WE HAVE BEEN DOING IT THREE YEARS AND WE'LL CONTINUE TO DO IT.

SO THE CAMPAIGN IS JUST THE BEGINNING OF THAT JOURNEY.

>> Crossley: WHAT RESONATES WITH YOU, ADRIAN, AS SOMEBODY WHO'S BEEN HERE 34 YEARS, HEARD A LOT ABOUT NEW BOSTON, IT'S GOING TO BE NEW NOW, WE'RE GOING TO GO IN A DIFFERENT DIRECTION, AND KIND OF WE DIDN'T.

SO HOW DO YOU EXPERIENCE THIS AD?

>> I REEL ENJOY THE AD.

I THINKETH A REAL STEP IN THE RIGHT DIRECTION.

THE NEW BOSTON'S BEEN COMING FOR A LONG TIME SO I'M HOPINGETH FINALLY GETTING HERE.

>> Crossley: WHAT DO YOU THINK MOST CONNECTS WITH YOU?

I'LL SAY FOR MYSELF, I AM ALWAYS SUSPICIOUS WHEN I SEE ONE BLACK PERSON PLANTED OVER HERE AND ANOTHER ONE PLANTED OVER HERE, VERY STRATEGICALLY.

THIS FEELS TO ME LIKE JUST A REALLY A WASH-IN, YOU KNOW, IF YOU WALKED ANYHERE IN THESE SCENES YOU WOULD ACTUALLY SEE FOLKS, WHICH ACTUALLY PEOPLE VISIT ME AND COMPLAIN ABOUT BECAUSE SOMETIMES THEY GET HERE AND SAY WHERE WITH ARE THE OTHER FOLK?

I DON'T SEE THEM.

>> IT'S REEL ORGANIC.

ONE OF THE THINGS WE'RE FIGHTING IN BOSTON IS THE SEGREGATION IN BOSTON.

YOU CAN WALK IN PART OF BOSTON AND FEEL LIKE IT'S NOT A VERY DIVERSE CITY SO I LIKE THIS AD CAPTURES THE FULL FLAVOR OF BOSTON.

>> Crossley: YOU ARE HERE TO TIE THIS TO THE ECONOMIC RENEWAL OF BOSTON OF SUSTAINABILITY, BUT IT'S NOT SOMETHING ABOUT SO SOME PEOPLE CAN FEEL BETTER, IT'S ABOUT BOTTOM-LINE ISSUES FOR THE CITY.

>> THAT'S RIGHT.

WHAT FUELS THE IDEA OF BOSTON BEING THE MOST RACIST, IS THE PEOPLE WHO LIVE AND GROW UP IN THE CITY AND GO OUT AND CONTINUE TO CARRY THE FLAG BOSTON IS THE MOST RACIST CITY PAUSE OF MY EXPERIENCE.

IT'S NOT WHETHER OR NOT THEY FEEL WELCOMING, IT'S BECAUSE OF REPORTS IN 2020 SHOWING LESS THAN 1% OF CONTRACT WERE GOING TO BLACK AND BROWN BUSINESSES, THE DIFFICULTY OF OPENING A BUSINESS AND FINDING AFFORDABLE HOUSING, ET CETERA.

THE ADMINISTRATION, PARTICULARLY THE WORK THAT OUR TEAM IS DOING, IS MEANT TO HELP CHANGE THAT.

YOU BE, ADRIAN IS RIGHT AROUND THE SEGREGATION PIECE.

I LOVE THE AD IN GENERAL, BUT ONE OF THE PIECES I LOVE, TOO, IS PRO-BLACKS ART AND NOT REEL GRATED TO MATTAPAN AND ROCHESTER WHERE PEOPLE LIVE AND FIND JOY, THAT'S ON THE ROSE KENNEDY GREENWAY.

IT'S NOT JUST THE IDEA OF SUPPORTING BLACK PEOPLE WHERE THEY ARE BUT GIVING US THE OPPORTUNITY TO BE ALL OVER THE CITY BECAUSE THE CITY BELONGS TO ALL OF US.

THAT'S THE WORK WE'RE DOING.

>> Crossley: IT'S BEEN A STRUGGLE TO GET SOME ORGANIZATIONS WHOSE MEMBERSHIP IS PREDOMINANTLY PEOPLE OF COLOR TO COME TO BOSTON.

I CAN SAY FOR MYSELF THE NATIONAL ASSOCIATION OF BLACK JOURNALISTS, IT CAME FOR US MANY, MANY YEARSSH AND WE WERE, LIKE, NO.

AND THEN, FINALLY, SOMEBODY -- I DON'T KNOW WHO IT WAS -- MADE A CONNECTION WITH SOMEONE IN OUR ADMINISTRATION AND SAID JUST PLEASE GIVE US A CHANCE, AND, SO, WE CAME ONE TIME.

BUT THERE HAD BEEN MANY, MANY, MANY OTHER ATTEMPTS TO GET THAT ORGANIZATION HERE.

WE'RE 3,000 PEOPLE IN OUR OWN MEMBERSHIP AND ALL KINDS OF OTHER FOLK COME WITH US.

SO NOT TO HAVE THAT TO YOUR POINT IN TERMS OF, YOU KNOW, JUST THE ECONOMY OF IT, OR HAVING THAT KIND OF CONVENTION COME HERE IS BIG.

AND THE RESISTANCE HAD TO DO WITH WHAT WAS THOUGHT OF ABOUT BOSTON.

>> ABSOLUTELY.

AND THAT'S STILL WORK THAT WE STILL NEED TO DO, HAVING MEETINGS AND CONVENTIONS HERE IN THE CITY OF BOSTON IS A HUGE PART OF ECONOMIC DEVELOPMENT.

SO WE WANT EVERYONE TO COME, BUT TO YOUR POINT WE HAVEN'T HAD A LOT OF LARGE-SCALE BLACK ORGANIZATIONS COME HERE AND FEEL LIKE THEY COULD BE HERE SAFELY.

I THINK THAT THAT WORK IS STILL GOING ON.

YOU KNOW, YOU TALK ABOUT THE BLACK JOURNALIST GROUP.

WE'RE HAVING THE NAACP CONFERENCE THIS YEAR AND THAT TOOK QUITE A BIT OF TIME FOR THEM TO COME, BUT IT'S NOT ABOUT GETTING THE GROUPS HERE, IT'S ABOUT THE EXPERIENCES THEY ARE GOING TO HAVE AS THEY JOURNEY THROUGH THE 2023 NEIGHBORHOODS, OR ARE WE GOING TO KEEP THEM DOWNTOWN?

THE GOAL IS NO, WE'RE GOING TO MAKE SURE THEY EXPERIENCE THE FULL CITY.

I'M PART OF THE LOCAL.

WE SAY, NO, WE WANT YOU TO BE HERE.

BUT TO YOUR POINT IT'S IMPORTANT THESE GROUPS COME IN BECAUSE FOR SMALL BLACK AND BEEN-OWNED BUSINESSES, WHEN I TRAVEL I SEEK OUT SPECIFIC THINGS THAT RESONATE WITH ME, THE BLACK AND BROWN BUSINESSES, THE JAZZ, THE NIGHT LIFE, WHICH REPRESENTS WHAT I IN MY PERSONAL LIFE FEELS LIKE A CULTURE THAT TRANSLATES INTO MY PROFESSIONAL LIFE.

WE WANT TO SHOWCASE THAT AND MARKET THAT AND WANT LARGE-SCALE ORGANIZATIONS SUCH AS THOSE TO COME TO THE CITY AND HAVE A GREAT CONVENTION.

>> IF I COULD JUMP IN YOU MATCHED THE ABAJ CONVENTION FOUR YEARS AGO, IT MIGHT HAVE BEEN A STRUGGLE TO GET PEOPLE HERE, BUT THEY HAD A GREAT TIME AND ENJOYED BOSTON.

>> Crossley: SURPRISINGLY.

(LAUGHTER) >> I DIDN'T KNOW IT WAS GOING TO BE LIKE THIS!

>> Crossley: EXACTLY.

AND THERE WERE SOME COMING WHO SAID I ALMOST DIDN'T COME BECAUSE I ROOMDIDN'T KNOW.

>> AND TO YOUR POINT, I THINK THAT IS THE POWER OF MARKETING AND STORY-TELLING AND, TO YOUR POINT AND WHAT I SAID EARLIER, IS WE NEED TO LET FOLKS KNOW, HEY, YOU CAN COME HERE AND HAVE A GOOD TIME.

IS IT POSSIBLE YOU COULD HAVE A DIFFICULT EXPERIENCE WITH ALL OF THE THINGS THAT WE KNOW THAT OTHER DESTINATIONS HAVE AS AN ISSUE?

BUT YOU'RE RIGHT, I'VE HAD FRIENDS COME IN AND WERE, LIKE, I HAD NO IDEA I COULD HAVE A GOOD TIME IN BOSTON.

>> I KNOW IT'S POSSIBLE TO HAVE A GOOD TIME.

I KNOW THIS IS A STORY I CARRIED AROUND AS THE REPUTATION OF BOSTON OR TOLD TO ME, WHEN THE NATIONAL NBA OCEAN MET HERE YEARS AGO, SOME FOLKS WENT INTO A VERY HIGH-END JEWELRY STORE IN COPLEY SQUARE AND WERE NOT TREATED WELL, AND THAT GOT OUT.

IN CASE PEOPLE ARE CONFUSED, THE NATIONAL M.B.A. ARE PEOPLE WITH BUSINESS DEGREES, THEY CAN WELL AFFORD TO BE IN THE JEWELRY STORE AND THEY TID NOT APPRECIATE IT AND SPOKE ABOUT IT QUITE ANGRILY AND THAT ADDED TO THE COLLECTION OF STORIES AND BOSTON AND ITS TREATMENT OF FOLKS OF COLOR.

SO ONE OF THE THINGS THAT WAS EXCITING TO ME, BECAUSE THIS "MEET BOSTON" CAMPAIGN OF "BOSTON NEVER GETS OLD" HAS JUST COME OUT EARLY IN DECEMBER, BUT IN 2020, THE CITY COMMISSIONED, SEGUN, AN ADVERTISING CAMPAIGN THAT EXPRESSLY HIGHLIGHTED FOLKS OF COLOR IN THE AD, SO THERE WAS GOING TO BE NO QUESTION WE COULD SEE IT, AND CALLED IT ALL-INCLUSIVE BOSTON.

COLETTE PHILLIPS, THAT WAS HER COMPANY, AND ANOTHER COMPANY CALLED PROVERB PUT IT TOGETHER.

ON THE OTHER SIDECH BOSTON'S RESIDENTS ARE MOSTLY BIPOC, >> Crossley: WELL, I JUST LOVE THAT AD AND, YOU KNOW, PORSCHE BRINGS IT ALL TOGETHER.

SHE'S BOSTON'S POET LAUREATE.

WHICH DIDN'T GET THE CHANCE TO HEAR THE FULL OF WHAT SHE COULD BRING TO THAT IF LET LOOSE.

IT IMMEDIATELY GRABBED MY ATTENTION.

I JUST COULDN'T ROVE IT MORE.

I THOUGHT TO MYSELF, WOW, IF NABJ HAD SEIB THIS AD, MAYBE THIS STRUGGLE WOULDN'T HAVE GONE ON FOR YEARS AND YEARS.

HOW DID THAT COME TO BE BECAUSE THIS WAS A DIRECTIVE FROM THE CITY.

>> THIS IS OVER THREE ADMINISTRATIONS.

SO AS WE WERE COMING OUT OF COVID, FORMER MAYOR WALSH AND SECRETARY WALSH SENT OUT THE RFP, UNDER JANIE'S ADMINISTRATION.

IT WAS THE LARGEST CONTRACT, $2 MILLION, EVER AWARDED TO ABROOK BUSINESS IN THE CITY.

WHEN MAYOR WU CAME IN, WE CONTRIBUTED ANOTHER 1.5 MILLION, AND THERE'S ANOTHER MILLION DOLLARS TO HELP EXPAND THE CAMPAIGN.

END OF THE DAY, THAT WAS ONE OF MY FAVORITE OF THE THREE PIECES THAT THEY PUT TOGETHER, MOSTLY BECAUSE THE FOCUS ON THE BOSTON ACCENT, I HOPE NOW PEOPLE WILL STOP ASKING ME -- (LAUGHTER) -- BUT, ALSO, YOU KNOW, IT'S A LOCAL PEOPLE AS WELL.

IT'S NOT ACTORS THAT THEY HIRED FOR THAT.

SO A PERSON I WE WANT TO HIGH SCHOOL WITH WAS IN THAT AD.

FOR A LOT OF BOSTONIANS, THAT WAS A CAMPAIGN FOCUS NOT JUST ON FOLKS OUTSIDE OF BOSTON BUT REALLY FOR RESIDENTS AS WELL TO SAY YOUR CITY IS ALIVE, VIBRANT AND ALSO SOMETHING YOU SHOULD ALSO WANT TO EXPLORE.

>> Crossley: WHAT I DON'T UNDERSTAND, YOU ALL NEED TO CLARIFY FOR ME, HOW DOES ALL-INLIVES BOSTON'S CAMPAIGN WORK WITH "MEET BOSTON"?

HELP ME UNDERSTAND BECAUSE THEY CAME FIRST AND "MEET BOSTON" IS JUST AS WE'VE SHOWN REBRANDED WITH A NEW CAMPAIGN.

>> WELL, IT'S A PARTNERSHIP.

SO, IN THE BEGINNING -- WELL, THE "MEET BOSTON" PARTNERED WITH US ON THE DEVELOPMENT OF THOSE AD AND KIND OF FEEDS INTO WHAT YOU SEE NOW WITH THE BOSTON NEVER GETS OLD CAMPAIGN.

SO AT THE END OF THE DAY IT'S GOING TO CONTINUE TO BE A COLLABORATION, AND WHAT COMES OUT OF THE ALL INCLUSIVE CAMPAIGN, THERE'S ALSO MONEY FOR NEIGHBORHOOD ACTIVATIONS TO GET PEOPLE TOGETHER TO SUPPORT OUR BUSINESSES AS WELL, AND THAT AGAIN IS GOING TO BE IN PARTNERSHIP WITH "MEET BOSTON."

>> Crossley: OKAY.

SO, ADRIAN, DO THE ADS, ALL INCLUSIVE AND "MEET BOSTON"'S AD, REALLY REFLECT AN ACCURATE PORTRAYAL OF BOSTON IN YOU'RE A GRIZZLED NEWSPAPER PERSON, NOT EASILY SWAYED.

>> THEY DEFINITELY REFLECT A MORE ACCURATE PORTRAIT AND FULLER PORTRAIT OF BOSTON AND THIS IS REALLY IMPORTANT.

THIS IS ABOUT TELLING THE CITY'S ENTIRE STORY AND I THINK WE'RE MAKING GREAT STRIDES IN THAT DIRECTION.

>> AS A PERSON WHO WAS ON THAT SERIES ABOUT, YOU KNOW, LOOKING AT BOSTON AND ITS RACE HISTORY AND ISSUES, REALLY THE RACISM IN BOSTON, HOW DO YOU SEE THIS NOW AS A PART OF THE SPECTRUM OF MOVING TOWARD THE ELUSIVE NEW BOSTON?

>> WELL, I THINK IT'S REALLY CORPORATE.

YOU KNOW, I'M NOT A LOVER OF THE PHRASE NEW BOSTON.

>> Crossley: YES, I KNOW.

BECAUSE I'VE JUST HEARD IT OVER AND OVER AGAIN.

>> Crossley: IT'S A CONCEPT.

BUT THE CONCEPT IS IMPORTANT, IT HELPS BREAK DOWN THOSE WALLS, IT HELPS US UNDERSTAND EVERYBODY HAS A STAKE IN THE CITY AND IS INVESTED AND NOT JUST BOSTON IN THE CLICHE WAYS IT'S BEEN PRESENTED BEFORE.

>> Crossley: AMPLIFY AND HIGHLIGHT IS WHAT YOU'RE REEL TRYING TO DO WITH THIS NEW CAMPAIGN.

CORRECT.

>> Crossley: I'M STRUCK WHEN I LOOK AT CAMPAIGNS FROM OTHER PLACES, THEY LOOK AT WHAT'S COMMONLY KNOWN AND HEIGHTEN IT.

SO YOU LOOK AT AN AD ABOUT CALIFORNIA, IT'S HOT, HOLLYWOOD, WE'RE A LITTLE FUNKY, ANYBODY CAN BE HERE BECAUSE WE'VE GOT THE MOUNTAINS AND THE GREAT WEATHER.

WHEN I LOOK AT AN AD FROM FLORIDA,ETH, LIKE, IT'S CHILL, WE HAVE THE BEACHES, IT'S BEAUTIFUL, COME HERE TO RELAX.

AND THEN MY FAVORITE ONE FROM RECENT YEARS IS NEBRASKA.

NEBRASKA JUST GOES RIGHT AT THE FACT THAT PEOPLE THINK IT'S A WEIRD PLACE, AND THEIR TAG LINE IS, HONESTLY, NEBRASKA IS NOT FOR EVERYONE.

I LOVE IT!

THEY TALK ABOUT ALL THE QUIRKINESS THERE.

SO IT'S REALLY AMPLIFYING WHAT PEOPLE THINK THEY ALREADY KNOW ABOUT IT, PUTTING A TWIST ON IT.

SO I'M HAPPY TO SEE THAT'S PART OF WHAT'S HAPPENING HERE IN THE CAMPAIGN.

>> AND AMPLIFYING IS A GREAT WORD AND ACTUALLY BEING AUTHENTIC ABOUT HOW WE TELL THE STORY OF BOSTON.

YOU KNOW, AS THE CHIEF MENTIONED, WHEN WE DID THE ALL-INCLUSIVE CAMPAIGN, THERE ARE NO ACTORSCH THESE ARE REAL PEOPLE LIVING IN BOSTON THAT ARE THRIVING AND NEED TO BE MARKETED, SO THERE ARE OTHER FOLKS OUTSIDE BOSTON CAN SEE THERE ARE PEOPLE LIVING HERE THAT LOOK LIKE THEM.

pI HAVE BEEN HERE SINCE 1987 AS AN EMIGRANT FROM ETHIOPIA FROM, AMAZING ECLECTIC, PEOPLE FROM ALL OVER THE WORLD HERE.

SO WHEN YOU THINK ABOUT LOOKING AT BOSTON AND TELLING AUTHENTIC STORIES, AMPLIFYING BUSINESSES THAT, YOU KNOW, USUALLY DON'T GET TO BE ON COMMERCIALS OR THAT DON'T GET MARKETING, AND, SO, MAKING SURE THAT THEY DO GET BECAUSE THAT'S ECONOMIC DEVELOPMENT FOR THEM.

I -- YOU KNOW, ONE OF THE THINGS I'VE NOTED IS THAT PEOPLE HIKE TO BE USED IN COMMERCIALS OR THEY LIKE TO BE MARKETED, BUT THEY WANT YOU TO GO BACK AND CHECK ON THEM AFTER THE FACT.

SO WITH THE ALL-INCLUSIVE BOSTON CAMPAIGN, WE DID JUST THAT, WE VISITED AND OFTEN VISIT A LOT OF THE BUSINESSES WE'VE FEATURED IN THAT COMMERCIAL AND IN THAT CAMPAIGN, BUT WE'RE DOING WORK WITH THEM RIGHT NOW.

I'M DOING WORK WITH A LOT OF THE FOLKS THAT WERE IN THAT CAMPAIGN AROUND MEMBERSHIP DEVELOPMENT, HOW DO THEY BECOME MEMBERS OF "MEET BOSTON" BECAUSE IT'S A MEMBERSHIP ORGANIZATION AND AS A DESTINATION MARKETING ORGANIZATION WE MARKET YOUR BUSINESS, SO TRAVELERS ALL OVER THE WORLD, WHEN THEY COME INTO TOWN, THEY KNOW ABOUT YOU.

>> Crossley: AND YOU'RE CHANGING THE MEMBERSHIP OR EXPANDING IT SO MORE FOLKS CAN BE A PART OF THAT?

>> CORRECT, WE HAVE BEEN WORKING ON IT FOR ABOUT EIGHT MONTH AND WE'LL LAUNCH IT THIS MONTH WHERE ENTRY WAS NOT ALWAYS ATTAINABLE.

SO WE HAVE FOUR ENTRY POINT.

WE PUT TOGETHER A FOCUS GROUP OF 25 DIFFERENT BUSINESSES THROUGHOUT THE 23 NEIGHBORHOODS AND INVITED THEM TO BE A MEMBER OF THE CBACK B OR "MEET BOSTON" FOR 24 MONTHS AT NO COST.

SO THE ASK WAS PLEA TRY ON OUR MEMBERSHIP MODEL AS IT IS NOW AND HELP US REBUILD AND REARTICULATE THE VALUE PROP OF BEING A MEMBER AND LET YOU TRY TO ON FOR ANOTHER 12 MONTH AT NO COST AND WE'LL BE LAMPING THAT THIS -- LAUNCHING THAT MONTHS SO EVERYONE FEELS INCLUDED.

>> ETH NOT JUST THE REBRAND OF THE CITY ACROSS THE COUNTRY, THIS IS HELPING STIMULATE THE BUSINESSES FOR THE BUSINESSES.

IN ADDITION TO THE MARKETING CAMPAIGN AND THE AD THERE ARE THAT ARE OUT THERE.

YOU VISIT "MEET BOSTON".com AND IT WILL LEAD YOU TO THE WEB SITE THAT HAVE A LIST OF ALL THE BUSINESSES.

THEY'RE GREAT PLACES.

BUT THIS IS DRIVING BUSINESS TO THESE BUSINESSES WHO ARE DAILY REPORTING THEY ARE SEEING THEIR SALES GO UP BECAUSE OF THIS CAMPAIGN SOME THAT THE WHAT WE'RE REALLY PROUD OF AS WELL.

>> Crossley: I WATCH A LOT OF TV SO I'VE SEEP THESE ADS FREQUENTLY, BUT MOST PEOPLE DON'T ANYMORE.

HOW ARE YOU USING THIS TELEVISION-ORIENTED AD IN OTHER SOCIAL MEDIA SPACES TO GET THIS MESSAGE BEYOND BOSTON AND ALSO AUDIENCES WHO DON'T NORMALLY CHECK IN WITH TV?

>> IN TERMS OF MARKETING,ETH INTENTIONAL ON WHAT WE DO WITH ALL SOCIAL MEDIA MEDIUMS.

SO WHETHER LINKED IN, Facebook, TWITTER, AND WE TOOK CARE OF THAT AND DRIVE THAT FOR ALL CAMPAIGNS AS A MARKETING ORGANIZATION.

BUT TO YOUR POINT, HOW DO WE MAKE SURE THAT THE LANGUAGE REALLY RESONATES TO SOMEONE THAT NORMALLY WOULDN'T BE FEATURED ON A SOCIAL MEDIA PLATFORM, SO THAT THE A DAILY AND INTENTIONAL THING THAT WE DO.

I THINK THERE'S WORK BUT I THINK SOMEONE MENTIONED IT'S GREAT TO PLANT ONE PERSON JUST SO YOU SEE DIVERSITY, BUT THE CONTINUITY IS DOING IT OFTEN AND ON A REGULAR BASIS.

IF YOU GO ON OUR SOCIAL MEDIA, YOU WILL SEE THAT YOU.

>> Crossley: DOES THIS ANSWER ALL THIS PUSHBACK ON THE REPUTATION, ADRIAN?

HOW DO YOU SEE WHAT THE NEXT?

HOW DOES THIS BUILD TOWARD A TRUE RE-THINKING OF, SO I DON'T HAVE THE COLLECTION OF STORIES AND I DON'T GET THE FABULOUS LUNCHES I GET FROM PEOPLE CALLING ME SAYING, SHOULD I MOVE TO BOSTON?

I CAN'T TELL YOU HOW MANY CONVERSATIONS I HAVE ABOUT THAT.

>> I THINK IT'S ASKING A LOT TO THINK ONE AD WILL FIX EVERYTHING, BUT IT HELPS MOVE THE NEEDLE.

IT'S ALL PART OF, YOU KNOW, BEGINNING TO TELL THE CITY STORY DIFFERENTLY AND I HOPE IT WILL RESONATE JOHNSTON -- BEYOND BOSTON.

>> Crossley: WHAT WOULD YOU HE CAN TO SEE NEXT IN GENERAL?

>> WHAT I WOULD HIKE TO SEE NEXT IS MORE BUSINESS DEVELOPMENT, I WANT TO SEE, YOU BE, MORE THRIVING BUSINESS PEOPLE OF COLOR.

YOU KNOW, I WANT TO SEE US ADDRESS THE REAL PROBLEMS THAT ARE DRIVING THE REPUTATION.

>> Crossley: DO YOU WANT TO GET AT THAT LAST WORD, MR. CHIEF ECONOMIC?

NEW TOURISM DIRECTOR?

>> WE'LL BE EXCITED TO ANNOUNCE THAT SHORTLY.

>> Crossley: YOU CAN ABS IT RIGHT NOW.

(LAUGHTER) >> BUT SINCE WE'RE ON "BASIC BLACK," I WILL SAY IT'S A YOUNG BLACK MAN WHO GREW UP IN THE CITY, WE'LL BE HAPPY TO ANNOUNCE WHO THAT IS.

PART OF THE FOCUS OF THIS NEW DIRECTOR WILL BE GOING OUT TO BRING THE THINGS THAT WE WANT TO SEE HERE WHETHER AFRO TECH, YOU KNOW, WHETHER ALL THE OTHER EXCITING EVENTS AND CONFERENCES THAT WE USUALLY LEAVE THE CITY TO GO TO, BUT, AGAIN, IT IS ALSO THE FOCUS ON THIS BUSINESS DEVELOPMENT, SO THE OTHER PIECE OF THIS IS OWNERSHIP.

I WANT MORE BLACK PEOPLE TO OWN SPACES IN THIS CITY ALL ACROSS THAT WHEN BLACK PEOPLE ARE COMING HERE, THEY HAVE PLACES TO GO, NOT JUST RESTAURANTS, BUT PLACES TO GO, HANG OUT AND MEET OTHER PEOPLE.

>> Crossley: WELL, BOSTON'S NEW PITCH, IT IS NEVER GETTING OLD AND ALL-INCLUSIVE.

THAT'S WHAT Y'ALL TELL ME.

THANK YOU ALL.

THAT'S THE END OF OUR BROADCAST, AND THE END OF OUR SHOW.

THANK YOU FOR JOINING US.

NOW, STAY WITH US AS WE CONTINUE OUR CONVERSATION ON OUR DIGITAL PLATFORMS, YOUTUBE AND FACEBOOK.

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