Tourism officials in western Massachusetts drop efforts to rebrand “Pioneer Valley” as “West Mass”

Published on : Friday, June 30, 2017

Tourism officials in western MassachusettsTourism and economic development officials in western Massachusetts announced this week that they’ve dropped efforts to rebrand the “Pioneer Valley” as “West Mass.” They’ll be moving forward with the more familiar “Western Mass” instead.

This decision comes after locals started an online petition to keep the old “Pioneer Valley” moniker, which dates to an early 20th century marketing effort. The officials conducted a survey which found that people prefer “Western Mass.”

The “West Mass” brand was developed by an Oklahoma-based firm hired by the Greater Springfield Convention & Visitors Bureau and the Economic Development Council of Western Massachusetts. The Pioneer Valley covers Massachusetts communities in the Connecticut River Valley, including Springfield, Amherst, Northampton and Holyoke.


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