What's New?
In the summer of 2001, the Boston: It's All Right Here campaign continued with a new focus. Phase II of Boston: It's All Right Here aims to encourage residents of our city's neighborhoods to explore their neighborhoods and to utilize all of the available amenities. To that end, a poster-style brochure was mailed to households in Dorchester, Hyde Park, Mattapan, Roslindale, Roxbury and West Roxbury in August of 2001.


These brochures feature photographs of well-known neighborhood sites as well as scenes of daily life within these neighborhoods. The front also features a panel where the recipient can request more information about the programs and services the City of Boston offers residents.

On the back of the brochure, a full-color map graphically highlights parks, business districts and historical sites. A letter from the Mayor urges residents to explore their neighborhoods and to acquaint themselves not only with its amenities, but its history. Each map features a few salient historical points about the individual neighborhood. There is also a listing of contact phone numbers within the City of Boston for services most commonly used by residents.

If you'd like a copy of one of the current neighborhood brochures, use this convenient Brochure Request Form

Boston: It's All Right Here - Beginnings
Boston: It's All Right Here is a marketing campaign focused on aiding the revitalization of Boston's neighborhoods by touting the competitive advantages of city living. In January1997, Boston: It's All Right Here launched a highly visible Public Service Announcement (PSA) campaign on television. In three different thirty-second television spots, suburban dwellers and city residents are offered a challenge that illustrates a different positive message about city life. In the first PSA, the challenge is to move a couch into a house: our city resident calls on his neighbors for immediate assistance while our suburban dweller searches in vain for aid. In the second PSA, the challenge is to find a mariachi band, a task our city resident accomplishes quite handily while walking through her neighborhood. Our suburban dweller, on the other hand, searches endlessly and fruitlessly while driving around town. Our third PSA challenge is to get to work -- on Roller Blades! Needless to say, this last task is more easily accomplished by our city resident.

These three light-hearted PSAs were designed to illustrate in a unique way what focus group respondents from Boston's neighborhoods told us were the reasons they love their neighborhoods. Specifically, these three PSAs illustrate the sense of community and neighborliness they feel, the variety of experiences and people available in the city and the ease with which our residents can commute to and from work. Although these were the top three reasons cited by our focus groups, one thing that came out loud and clear from all of our respondents was the fact that they are very proud of living in Boston and could not envision themselves living elsewhere. The most common response was, "Why would I want to move somewhere else? I have everything I want right here." Believing that no one is a better salesperson than a satisfied customer, we took the direction and the focus of our campaign directly from our residents. In the coming months, watch this web site for more information about Boston: It's All Right Here, and the innovative products and programs still to come as we continue to showcase our hometown and its many and varied neighborhoods.