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Tourism campaign aimed at getting summer travelers to make a stop in Fall River



(FALL RIVER, MA – June 21, 2022) – Take a Break in Fall River on the Way to the Cape! That’s the message that Viva Fall River is sending to Cape Cod-bound travelers on Interstate 195 this summer with Take 5 Off 195, a tourism campaign that aims to increase visits and spending in Fall River. The campaign will be active during July and August, when an average of 5.4 million cars cross the Braga Bridge and pass-through Fall River.

Take 5 Off 195 positions Fall River as an affordable and attractive “rest stop” where travelers can “take 5”–recharge, refuel, and relax—in Fall River for a few hours, before heading back on the road. It features five curated travel itineraries that pair interests, such as food or history, with attractions and offerings in the City, highlighting destinations, restaurants, and other small businesses. Along with the itineraries are corresponding highlight videos, all of which can be accessed on the campaign landing page,

“The goal is to get people to spend a little time in Fall River and spend some of their vacation money at our restaurants and small businesses,” says Patti Rego, Executive Director of Viva Fall River. “We want them to see how great the city is—how great our community is—with the hope that their next stay will be even longer!

The campaign will be live online starting June 21, 2022, followed by the installation of a billboard that will greet drivers traveling eastbound through Providence on 195 with the “Take a Break on the Way to the Cape” messaging. In addition to the billboard, which will be up for the month of July, the campaign will have a social media component throughout the summer, and other targeted initiatives that will sustain messaging through Labor Day.

The Take 5 Off 195 campaign was funded by grants from the Massachusetts Office of Travel & Tourism and the Southeastern Massachusetts Convention & Visitors Bureau. Rego says no fees were collected from businesses or attractions featured in the campaign.


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