Massachusetts in the spotlight

No stranger to being in the spotlight, the State of Massachusetts was once again celebrating its appeal as a movie-making destination with the release of the Robert Downey Jr. film, The Judge.

Though set in Indiana, the majority of it was filmed in areas of Massachusetts such as Shelburne Falls, Plymouth County and Belmont, among others.

It's just one more on a long list of movies that have chosen the state as a filming location (some others include Pink Panther 2, Fever Pitch and Gone Baby Gone).

Canadian tourism representatives hosted travel partners last night for a screening of The Judge, and kicked off the evening with a cocktail reception where they discussed the state's new marketing campaign.

"The state has so much diversity to offer," said Paul Larcher of VoX International. "You're going to see more vibrant, more adventurous marketing efforts, not just focused on history."

This shift was prompted by research that brought to light the changing demographics of international travellers, indicating an upswing in millennials and Gen X'rs who are seeking experiences, great food, and outdoor adventure, which differs from the market Massachusetts has targeted in the past.

"Traditionally, we've targeted the baby boomers to Massachusetts, thinking they had more disposable income, they're empty nesters so no children to look after, they're more interested in history - so we promoted Massachusetts targeting that type of market," Larcher explained.

He noted that research shows this demographic is also changing its travel desires, which are now falling in line with those of millennials.

For more information on the diverse offerings throughout Mass, visit massvacation.ca.