CT Tourism Board Launches Winter Marketing Campaign: The State I Am In
Governor Ned Lamont announced Monday that the Connecticut Office of Tourism is launching a new winter marketing campaign reflecting Connecticut’s vibrant and diverse public places.
New “The State I’m In” campaign aims to support the continued economic recovery of Connecticut’s $15 billion tourism industry and encourages residents and visitors to explore all that Connecticut has to offer this winter season.
“This new winter tourism campaign shows how vibrant, diverse and inclusive Connecticut is today,” Governor Lamont said in a statement. “Not only will this help bring new visitors to Connecticut, but it will also generate revenue for our many amazing restaurants, hotels, attractions, and all kinds of local businesses across the state.”
This is the first time in many years that Connecticut has promoted an integrated marketing campaign for the winter season. Through March 31, 2022, “The State I Am In” campaign will feature hundreds of Connecticut tourism businesses and highlight many unique and unexpected experiences.
The million dollar marketing campaign uses an integrated combination of marketing tactics to reach people in the state, as well as across the region, in English and Spanish. He understands:
- New TV spots which will work on streaming services throughout the region as well as the state during local coverage of high-profile live events such as the Super Bowl, Oscars, New Year’s Eve specials, Las Vegas playoff games NFL and the Big East Finals (NCAA);
- Billboards throughout the region that feature authentic, user-generated photos and captions of residents, visitors and influencers;
- Social media campaigns on Facebook, Instagram, Snapchat and TikTok;
- New content on CTvisit.com, the state’s official tourism website which is currently targeting 7 million web visitors for 2021;
- Paid search marketing and content seeding; and
- Earned media, including PR and email marketing.
“Our goal with ‘The State I’m In’ campaign is to encourage residents and travelers to see Connecticut from a new perspective – a perspective that reflects how vibrant and welcoming the state is,” said Christine Castonguay, director of branding and marketing for the Connecticut Department of Economic and Community Development, said. “As we begin Connecticut’s significant rebranding process with this campaign, we need to update people’s perceptions of Connecticut – and highlight the exceptional quality of life we provide to visitors and residents.
The new campaign tv spot was produced by Connecticut creative and production companies and features local talent, Eddie Cruz, Jr. – a Newington native and alumnus of the University of Hartford, Hartt School of Theater – who is passionate about life and work in the state. The campaign will also feature the authentic voices of real Connecticut visitors and residents presenting real photos of their experiences through CTvisit.comacross social media and online channels.
“Tourism is at its best when we reach a diverse group of audiences and help instill a sense of curiosity and innovation about a destination,” said Noelle Stevenson, director of the Connecticut Office of Tourism. “The State I’m In campaign speaks to the vibrancy, energy and edginess of Connecticut’s tourism offerings. We’re confident this campaign will not only inspire residents and visitors to explore Connecticut this winter, but it will bring a sense of novelty to everything we have to offer. »
To participate in the “The State I Am In” campaign, use #StateImInCT on social networks. To find more information on many of Connecticut’s winter attractions and activities, visit CTvisit.com.
