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New ‘West Mass’ tourism promo is must-see, but must be stopped

02.23.17 at 9:57 am ET
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Boston Globe Some residents in the Pioneer Valley have taken umbrage with a new rebranding effort that strips the three-county region of its longtime moniker in favor of an ostensibly hipper alternative — “West Mass.”

A petition on Change.org titled, “Stop ‘West Mass’ and Keep The Pioneer Valley!” contends that there’s no benefit to renaming the area, which includes Hampden, Hampshire, and Franklin counties.

“West Mass is awkward on the tongue,”one person wrote on the petition, which has been signed by 165 supporters. “Pioneer Valley is a name that reminds tourists and citizens just how historic the area is. Don’t waste your money or time.”

The Greater Springfield Convention and Visitors Bureau and the Economic Development Council of Western Massachusetts teamed up last year to hire a creative agency from Oklahoma to come up with a new name, part of a broader marketing campaign to attract new visitors, residents, and businesses to the area.

This is the worst tourism campaign video I’ve ever seen in my life.

It stars Michael Jordan, auto-tune, touts the area’s “fertility” and tells people to “develop and visit!” and “find your first” there.

Find your first what??????

Holy moly is this a mess. Calling the area “West Mass” is the least of the Pioneer Valley people’s problems.

It’s like a mix of public access television and the Yankee Doodle song in the Always Sunny in Philadelphia beauty pageant.

With this as your inspiration, how can you go wrong?