Governor Rell Unveils Innovative New State Tourism
Distinctive, Inviting Look and Feel Represent Bold Strategy for
Governor M. Jodi Rell today unveiled the state's new CONNECTICUT
"This is the first new state branding strategy in more than a
decade," Governor Rell said. "The advertising campaign is based on the
strikingly simple concept of "connect," a word inherent in the state's
name that lends instant personality and action to every aspect of
"Tourism is a $10 billion industry in Connecticut, employing 150,000
people and generating $2.3 billion in state and local revenue. It's a smart
investment. For every $1 million state taxpayers invest, $50 million is
returned. This means our new CONNECTICUT branding strategy, with its
unique regional component, not only represents a fiscally sound investment for
the state today, it is moving Connecticut into a position of unprecedented
strength to compete for future tourism dollars.
"The campaign presents a completely new look and feel for the state -
one that emphasizes the needs of the individual and the many levels upon which
Connecticut can rejuvenate a visitor."
The CONNECTICUT campaign features vibrant graphics designed to
"connect" emotionally with metro New York and Connecticut audiences
seeking a relaxing and rejuvenating getaway, and offers a significant departure
from the conventional tourism marketing programs utilized by mid-Atlantic and
other New England states that typically compete with Connecticut to attract
tourist income. Additionally, it represents a new level of collaboration between
the state and its five tourism regions.
The campaign, designed to generate the strongest market presence possible
utilizing the combined power of regional television, print and internet
placements, officially breaks the week of May 30, with the broadcast of two
30-second television spots in the greater New York metropolitan area and
Connecticut. A free-standing newspaper insert is slated for release in June,
with online promotions and advertising scheduled throughout the summer. Further
supporting the CONNECTICUT marketing launch, a new website, CTvisit.com,
went live today reflecting the campaign's innovative look and feel.
According to Jennifer Aniskovich, executive director of the Connecticut
Commission on Culture & Tourism (CCT), the agency responsible for developing
the $4.4 million CONNECTICUT campaign, the state's new branding
initiative targets a specific audience: women in the New York metropolitan area
and Connecticut, ages 35 - 54, who travel primarily with other adults and enjoy
an annual household income in excess of $80,000.
"Competition for tourism dollars along the eastern seaboard is fierce -
at a time when Connecticut's marketing resources are declining," Aniskovich
said. "Our campaign sets us apart from our New England competitor states,
who use traditional scenic-based imagery. The approach is fresh and innovative,
setting us apart from the advertising clutter, and providing a flexible way to
celebrate Connecticut's five distinct tourism regions."
The CONNECTICUT campaign is designed to showcase the many ways in
which people connect with Connecticut by focusing on the emotional rewards of a
Connecticut getaway. The campaign's primary message is that, for the person
contemplating a break from the pressures of a stressful job or the monotony of a
daily routine, Connecticut provides a multitude of fulfilling options for
refreshing and reconnecting.
In addition to the highly evocative and emotive state commercials and print
ads that convey the re-energizing effects of quick Connecticut escapes, the
state's tourism regions execute a variation of this theme on a local level. Each
region will use customized print ads, with region-specific messages that
reinforce the statewide message, to sell the attributes of its area. This
integration will evolve through 2005 and 2006.
This collaborative branding strategy, which relies upon well-defined roles
for the regions and state, is "very innovative," said Aniskovich.
"While the state focuses on connecting emotionally with our target
audience, the regions celebrate their individual sense of place and the singular
things to do and see in their respective areas. It is a smart way to leverage
our collective investment by executing the campaign on two levels."
The strategy was developed in concert with the state's five tourism regions
and industry experts, and is based upon extensive consumer market research. It
has never before been successfully achieved in Connecticut or elsewhere in the
For more information about the new CONNECTICUT, log onto CTvisit.com,
call 888-CTvisit or visit any of Connecticut's six official Welcome Centers.