The Connecticut Office of Tourism team and Gov. Dannel Malloy unveiled a new spring/summer tourism ad campaign, “Revolutionary Thoughts,” at the recent annual Connecticut Conference on Tourism, Hartford.
Grounded in findings from research conducted in Q1 and Q2, the campaign continues the “still revolutionary” story, leveraging insights about what sets Connecticut apart from its neighbors – focusing on its rich breadth of experiences all within close proximity to each other and travelers. The campaign playfully communicates through unique pairings of identifiable destinations the idea that escaping to Connecticut offers travelers a diverse balance of relaxing and active, historic and contemporary, cultural and nature-oriented experiences — without having to drive too far.
The state is encouraging residents and visitors to get in on the “pairings” fun by entering the #CTGetaway sweepstakes on Connecticut’s social channels, running through May 2. Each day, CTvisit.com will post a featured #CTGetaway inspired by the campaign creative, and fans will have the chance to win that getaway by simply sharing two Connecticut destinations that they think make a perfect getaway on Connecticut’s Facebook, Pinterest and Twitter channels. The winning entries will receive one of six “Revolutionary Getaways” featuring partners in the ad campaign and others such as The Farmington Inn, Hilton Hartford and the Sheraton Hartford Hotel at Bradley Airport. It’s called the #CTGetaway Sweepstakes, and it runs through May 2 across Connecticut’s Facebook, Twitter and Pinterest channels.
Connecticut’s Office of Tourism, a division of the Department of Economic and Community Development, launched a new state brand identity in 2012, “Connecticut still revolutionary”, a strategic marketing initiative designed to build pride among residents and bolster the state’s reputation as a business and tourism destination. Connecticut is home to fine dining and entertainment, serene beaches and hiking trails, historic treasures and world class museums.
New advertising spots to be aired this spring, titled “Revolutionary Thoughts,” will showcase a diverse array of experiences travelers can enjoy within close proximity, and features creative spots for TV, out of home and digital advertising, along with public relations and social media efforts.
“Since launching our strategic marketing initiative to promote the state as a tourism and business destination two years ago, we’ve seen higher visitor spending and job increases in the leisure and hospitality sector,” Malloy said. “Increasing our tourism industry remains a key component of our effort to expand economic growth in Connecticut, and this new campaign will be an important factor in continuing that progress and showcasing what makes Connecticut the best place to get away this travel season.”
“What we learned from brand research, meeting with hundreds of stakeholders, multiple focus group sessions and testing various creative executions, is that Connecticut’s rich breadth and depth of experiences, within close proximity to each other, and close proximity to our travelers, is what sets us apart from our New England neighbors,” said Kip Bergstrom, deputy commissioner of the Department of Economic and Community Development, which manages Connecticut’s Office of Tourism. “Being still revolutionary means your getaway includes something you didn’t know you could get here. This campaign shows those who are looking for a multi-layered travel experience that Connecticut is the place for them.”
The $3.4 million tourism campaign will run April through August and appear in key regional markets, such as the greater New York City metro, Hartford/New Haven, Providence, Western Massachusetts markets, as well as in digital executions targeted at consumer passion points and sites of interest. A new series of advertisements to promote economic development in the state are slated for release in May and will extend the still revolutionary brand and messaging.
Tourism advertisements feature destinations and attractions from every area of the state, including Lime Rock Park, New England Air Museum, Connecticut Science Center, Winvian, the Thimble Islands, Louis’ Lunch, Kent Falls, Mystic Seaport, Lake Compounce, Infinity Hall, Foxwoods Resort and Casino, Connecticut’s Beardsley Zoo, Mystic Aquarium, The Study at Yale, Mohegan Sun, Brownstone Exploration & Discovery Park, The Mayflower Grace and tubing on the Farmington River.
Adams & Knight, a woman-owned integrated marketing agency located in Avon, created the advertising campaign in partnership with MMGY Global, the world’s largest tourism and travel marketing agency. The campaign is supported by Norwalk-based Media Storm – the second-largest independent media planning and buying shop in the U.S., and FleishmanHillard, the company that leads national and in-state public relations and social media efforts for The Office of Tourism.
Learn more at CTvisit.com.
Information provided by Gov. Dannel Malloy’s office and the state’s Office of Tourism.
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