Discover Boston - new website and branding launched to champion town as a visitor destination

Discover Boston has officially launched, following a creative collaboration between Destination Lincolnshire, local businesses, and the South & East Lincolnshire Councils Partnership to deliver Boston's new visitor-facing brand, and website.

Working closely with the South & East Lincolnshire Councils Partnership (Boston Borough Council and East Lindsey District Council) alongside local businesses, the Destination Lincolnshire team has created and delivered a new visitor brand for Boston that truly encapsulates the area's personality, in a considered effort to make the town market ready as a visitor destination.

Revealed exclusively at a fully-booked event hosted at Boston United Football Club, the response to Discover Boston - the website and the visitor branding - was overwhelmingly positive. With local business people and council members saying it is 'a beautiful website', and 'something Boston can be really proud of'.

Discover Boston - created in partnership with Destination Core - is now live and ready to be used to market the town nationwide as well as internationally, appealing to visitors who are already coming to the UK as part of current USA-England Mayflower connections.

The new brand identity - created to truly represent the area, its diversity and personality, encourage further positivity and deliver a collective voice for visitor economy businesses across the borough - together with the  new website have been designed to raise the profile of the Boston District and showcase the many reasons why residents and visitors should spend their leisure time here. Something which will also be supplemented with ongoing tourism marketing campaigns for the area.

A unique jewel in the crown of Lincolnshire, Boston has plenty of potential waiting to be tapped into. The only town in England with eight country parks/nature reserves within five miles of the town centre, Boston also boasts plenty of Dutch-influenced architecture, thanks to the town's strong cultural ties to the Netherlands. It has a wealth of independent restaurants, cafes, pubs, and bars to suit all tastes as well as a rich cultural history associated with the Mayflower, a huge draw for international visitors invested in the history of the town and its link to its counterpart in Massachusetts.

The town is also on the cusp of some significant developments through its secured £21.9m Town Deal Project and ambitious Levelling Up bids, which will see the market town remodelled as a place where people can spend more leisure and dwell time over the next five years.

Charlotte Goy, CEO at Destination Lincolnshire, said: "Boston offers a genuine welcome and an authentic and fascinating product. The new visitor brand will ensure Boston stands out to the key visitor audiences we want to attract in the future.

"Boston already has international appeal and we're excited to develop this further. Not only will we connect more people to their ancestral homes, but we also hope to attract new visitors and positively influence perceptions of the district. Together, we will tell a very compelling story around Boston's visitor and cultural offer and shine a spotlight on the area."

Working with representatives from the heritage and visitor sector, and key businesses in the district the essence of Boston has been distilled, to draw the visitor offer together in a meaningful way.

The project has addressed how to redevelop Boston's online offer so that it can keep up with the changing demands of visitors and the digital innovation of competitors, to support Boston in reaching its full potential.

Destination Lincolnshire will continue to manage the new website moving forward, working with partners and businesses to ensure it is inspirational and engaging for prospective visitors. By shifting the perception of the town as a viable visitor destination, Discover Boston will work towards increasing awareness, encouraging more visits, and ultimately, visitor spend.

Cllr Richard Austin BEM, Portfolio Holder for Heritage at Boston Borough Council, said: "Boston has a long and rich heritage which has shaped the town to what it is today. Its history will always be a major pull to bring in tourism and support the local £90m visitor economy. With Discover Boston now live, we have the support and tools we need to relaunch Boston as a visitor destination and tap further into that market and support the heritage assets and the businesses in the town. It is an exciting time for Boston and driving forward with ways to extend the international visitor offer, even more, will increase the town's appeal as a destination to new levels."

Tracey Abbott, Portfolio Holder for Town Centre, said: "Boston is a very special place with a history that is celebrated globally. By relaunching the town as a visitor destination with a brand specifically created for marketing, the council hopes even more of our international friends will choose to visit. There are plans to celebrate Boston's anniversary in 2030 and this campaign will help enhance our USA-England links even more.

Bringing in more visitors will directly benefit our attractions and hospitality businesses in the town. The launch of Discover Boston is a great milestone in what is a very exciting time culturally and economically in Boston."

The website can be accessed here