2002 CONNECTICUT TOURISM
CAMPAIGN LAUNCHES IN NY
Builds on Success of
Marketing Efforts and Introduces New Directions
HARTFORD - April 11, 2002 - The
Connecticut Office of Tourism will launch its latest marketing campaign this
week in New York. The new campaign builds on the success of the Office of
Tourism's marketing efforts over the past eight years and introduces select new
strategies and initiatives based on consumer market research and campaign
tracking results. Campaign elements emphasize multi-day getaways for families
and couples and are part of an integrated marketing campaign designed to entice
visitors in the Greater New York area to visit Connecticut for a short getaway.
First Lady and Honorary Chairperson of the
Connecticut Tourism Council Patricia L. Rowland said, "The 2002 campaign
focuses on communicating getaway experiences to promote ready-to-use vacation
package ideas and themed tours. Although timed to take advantage of the summer
travel season, we are actively promoting Connecticut tourism year-round through
a comprehensive marketing campaign that emphasizes getaways and demonstrates the
variety of vacation experiences available in Connecticut."
Enhanced Efforts Take Advantage of Exploding
New to the campaign this year is the way the
Office of Tourism's web site is being used as a marketing platform. The site, www.ctbound.org,
has been redesigned to build relationships with the travel consumer to encourage
repeat hits and to drive inquiries and visitation to the state. According to
results of the Office of Tourism's 9th Annual Inquirer Conversion Study
conducted by Witan Intelligence Strategies during 2001, 44% of visitors to
Connecticut indicated that they had visited www.ctbound.org during their inquiry
process. This is three times the year 2000 rate.
Highlights of the new site include a simplified
new look with powerful graphics, a highlights box on the home page featuring key
attractions and events, and a prominent positioning of the Office of Tourism's
52 getaways. These features are designed to appeal to the consumer who can
utilize the website to create a custom itinerary, find special packages and
discounts, search by interest, area or keyword, and sign up for an e-newsletter.
Campaign Emphasizes Connecticut's Convenient
and Attraction as a Short-Getaway Destination
The campaign reinforces the Office of Tourism's
core strategic goals and, as in previous years, focuses on the leisure traveler,
targeting adults with an emphasis on reaching baby boomer women. A key goal of
this year's campaign is to leverage Connecticut's attraction as a convenient
drive. The state's geographic location, situated between the major metropolitan
markets of Boston and New York, makes Connecticut an attractive short-getaway
and easy drive destination for families and couples.
The campaign promotes the ease and practicality
of short vacations and features the 52 great getaway ideas found on the official
Connecticut Office of Tourism website, www.ctbound.org.
Highlights of the campaign include print
advertising in national travel, women's service and general interest
publications. Magazine advertising features two ads: a family-focused "Fish
You Were Here" getaway No. 21 shows the many attractions of the Mystic
region, and an ad targeting couples titled "Shellfish Pleasures"
getaway No. 14 demonstrates the many shoreline sights and attractions of the
Connecticut coast. National magazine advertising begins in March and runs
through June 2002 in publications such as: "Family Circle",
"Travel & Leisure", "Better Homes and Gardens" and
"New York Magazine". A sixteen page free standing insert (FSI),
featuring tourism industry partners and getaway ideas will be distributed to 1.3
million households in New York, Philadelphia and Connecticut newspapers such as:
"Bergen County Record", "New York News Day", "New York
Times", "Newark Star Ledger", "Hartford Courant" and
"New Haven Register", among others.
Two new thirty-second television spots will air
in the greater New York market for eight weeks during June and July. The
television spots feature two getaway ideas showing an active family getaway in
the greater Hartford region and a getaway for couples highlighting the variety
of activities along the Connecticut shoreline.
Television commercials in Connecticut will run
during May. The popular spots that aired last year will again play to
Connecticut audiences this spring, and feature the Governor and First Lady
urging Connecticut residents with visiting friends and family to explore the
many surprises our state has to offer.
The integrated marketing campaign is a
comprehensive program that includes advertising, public relations, direct mail,
collateral materials, direct sales, hospitality service, fulfillment tactics and
Internet vehicles. The Connecticut Office of Tourism campaign contains several
marketing programs that offer partnering opportunities to tourism industry
partners. The radio coop, free- standing insert and vacation guide are vehicles
that allow partners to penetrate the New York market at a reasonable cost. The
Office of Tourism is leveraging the marketing muscle of American Express in a
joint venture that will results in a special advertorial in "New York"
magazine in April. In addition 1 million American Express card members in our
target market will receive statement stuffers giving them incentives to travel
to our state.
The Connecticut Office of Tourism's marketing
strategy is directed by the Department of Economic & Community Development,
Office of Tourism, with oversight by the Connecticut Tourism Council, whose
members are appointed to represent industry interests. The marketing campaign is
developed in conjunction with New Haven-based McLaughlin, DelVecchio &
Casey, Inc. (marketing, advertising and in-state public relations) and New
York-based Lou Hammond and Associates (national public relations).
The campaign's primary objective is to increase
tourism revenue to further encourage growth of the tourism cluster, one of the
emerging industry clusters in Connecticut identified by the state that is
driving job growth and economic development. Tourism is a major economic driver
for Connecticut with 1999 revenues conservatively estimated in excess of $5
billion; 4% of Connecticut's gross state product (GSP). Tourism employs 89,470
residents statewide, providing jobs for 4.3% of the state's workforce. The
Connecticut Office of Tourism's $6.2 million dollar "Full of
Surprises" campaign for 2001 generated $254 million in direct tourism
spending from the New York area target market realizing a $41 return for every
Residents and prospective visitors to
Connecticut can receive a free 2002 Vacation Guide and calendar of events by
calling the 1-800-CTBOUND Tourism Information Hotline (1-800-282-6863) or
logging on to www.ctbound.org.
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