Cambridge in 60 Seconds from CambridgeUSA on Vimeo.

There’s no denying the appeal of Cambridge, Mass. The thrift shop-lined streets are home to some of the world’s best universities and restaurants, alike. From Harvard Square to Central Square, the city’s bustling charm isn’t lost on tourists, students or locals.

And now, the city’s essence has been captured in this whirlwind-of-a-video, created by The Cambridge Office for Tourism. The new tourism video, “Cambridge in 60 Seconds,” is part of the organization’s fresh social media campaign kicking off this summer.

The video, accompanied with the fitting background song, Air Traffic Controller’s “Hurry Hurry,” takes viewers “on a journey from Cambridge’s coffee shops to boutiques to Harvard Yard and rubbing John Harvard’s shoe, to The Charles River and MIT, to restaurants, museums, bookstores and more. All in 60 seconds,” notes the release.

The city’s new social media campaign will encourage “residents, students, employees and visitors to share THEIR Cambridge,” says Robyn Culbertson, executive director of Cambridge Office for Tourism.

Culbertson explains in a release:

There are visitors who are interested in history, art, innovation, theatre, architecture, literature, sports, universities, commerce, and the sheer natural beauty of this city, from the cobblestones to the cupolas. We are fortunate in Cambridge to provide all that in just over six square miles.

Visitors can post photos at The Cambridge Office for Tourism Twitter and Instagram account @CambridgeUSA using the hashtag #PictureCambridge. As of right now, over 2,000 #PictureCambridge photos have been posted and are being incorporated in the tourism marketing collateral.

If this video doesn’t make you want to “Hurry Hurry” across the river, we don’t know what will.