The Impact Needed
Often overshadowed by its famous neighbor, Cambridge needed a brand identity that matched its vibrant, offbeat spirit—and a campaign that could cut through the noise of regional tourism. CTP led a full rebranding effort, developing a new visual identity, brand platform (“Cambridge. Curiously Uncommon.”), and campaign concept that brought the city’s quirky, intellectual charm to life. At the heart of this was #UnpackMyCambridge—a video-first content campaign rooted in authenticity and local personality. By showcasing the city through the eyes of real residents—from chefs to historians to the mayor—we gave prospective travelers an invitation to see, feel, and belong in Cambridge. Paired with a nimble paid media strategy and a tone that was colorful, smart, and unexpected, the campaign delivered both emotional impact and measurable results.
The Story We Told
The Difference It Made
%
YoY increase in travelers to Cambridge
%
Increase in room nights
%
Increase in average monthly website traffic
m+
Organic impressions (a 3,406% increase)
%
Instagram engagement rate (vs. 1.5% benchmark)
Paid media drove 2M+ impressions, 29K+ clicks, and a 1.42% CTR (8x benchmark)
