To generate buzz and earned media ahead of the premiere of CBS’ highly anticipated Boston Blue, the network partnered with The Brand Agency to create a hometown launch that would authentically celebrate Donnie Wahlberg’s return to Boston.

The Brand Agency’s efforts generated 301M earned media impressions and 5.4M social media impressions, positioning Boston Blue as a major cultural moment in Boston and beyond.

To bring the premiere to life, The Brand Agency executed a city-wide celebration supported by a multi-layered media strategy, including pre-event pitching, day-of press outreach, and influencer engagement.

By leveraging relationships with local media, iconic Boston institutions, and top local influencers, our team delivered press coverage, social amplification, and high-impact partnerships that drove excitement and awareness for the series’ debut.