For decades, the three counties of Massachusetts along the Connecticut River — Franklin, Hampshire and Hampden — have been collectively known as the Pioneer Valley, but some boosters of the region decided the moniker is old-fashioned and confusing.
So the Greater Springfield Convention and Visitors Bureau and the Economic Development Council of Western Massachusetts spent $80,000 to hire a consultant from Oklahoma to re-brand this region.
The result: "West Mass." It was launched with a two-minute video.
That video, and the brand, have been met with criticism and mockery on social media.
— Ned Ehle (@nedehle) February 23, 2017
— Robin Reiss (@robintheperson) February 23, 2017
— Angsty (@RUFauxRlz) February 22, 2017
To hear a defense of “West Mass,” we spoke to Greg Chiecko, the director of sales for the Big E, and a board member of the visitors bureau.
This story was originally published by New England Public Radio.