Boston Rebrands as Signature Boston, Introduces New Web Site

July 23, 2014

In a move to further showcase Boston as a top meeting and convention destination, the Massachusetts Convention Center Authority (MCCA) and the Boston Convention Marketing Center (BCMC) have rolled out a new brand, Signature Boston, and Web site –

Signature Boston will be the customer-facing brand for Boston’s two convention centers, the Boston Convention & Exhibition Center (BCEC), and the John B. Hynes Veterans Memorial Convention Center.

Signature Boston will replace “Advantage Boston,” the brand previously used by the BCMC since 2004.

“Boston is competing strongly as a premier meetings and conventions destination,” said James E. Rooney, executive director of the Massachusetts Convention Center Authority. 

He added, “Our ability to execute meetings that exceed our customers’ expectations is no longer just something we strive to do: it is our Signature. Unique and personal, a signature represents what a person stands for. In Boston, our signature is a commitment to deliver remarkable experiences, beyond our customers’ expectations.”

The introduction of Signature Boston is part of the MCCA’s 10 Year Anniversary celebration for the BCEC. Since opening the BCEC in June 2004, Boston has consistently ranked as a Top 10 U.S. meetings and conventions destination.

In those 10 years, the BCEC and Hynes Convention Center combined have hosted 2,400 events, 7.2 million attendees and generated 5.2 million hotel room nights. This activity has generated $5.3 billion in economic activity for the Commonwealth of Massachusetts. 

“It has been a decade since we opened the doors of the BCEC, and today we have much to celebrate,” said Milt Herbert, executive director of the BCMC. “The BCEC and the Hynes are the most technologically advanced convention centers in the world, and we are known worldwide for customer service excellence.”

He added, The launch of Signature Boston not only represents our commitment to make every event we host in our city as successful as it can possibly be, it also signifies that we are confident we can give our customers an experience they can’t find in any other city.”

Rooney said the new brand was not just about the BCEC and Hynes.

“Signature Boston is an aspirational brand the whole city can get behind. From the minute attendees step into Logan Airport to their taxi rides, check-ins at the hotel and their experiences at local restaurants, Signature Boston is a promise that defines our city as the best city for a remarkable meetings experience,” Rooney said.

For the past five years, the MCCA has been driving its Top 5 campaign to put Boston in the Top 5 list U.S. meetings destinations.

The campaign includes an extensive BCEC expansion plan and significant hotel development in the South Boston Waterfront, including a new 1,000 room headquarters hotel.

In July 2014, the Massachusetts Legislature approved a $1 Billion BCEC Expansion Bill, which is expected to be signed by Massachusetts Governor Deval Patrick this month.

A developer for the proposed headquarters hotel also is expected to be selected by the end of 2014.

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