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Marketing the State
Fri April 25, 2014
Connecticut Showcases "Revolutionary Thoughts"
Connecticut is “still revolutionary” all over again, with the launch of another year of the state’s tourism campaign. This time the theme is “revolutionary thoughts.”
The campaign is all about contrast. The 15-second TV spots each feature two very different things to do in the Nutmeg State, emphasizing the diversity of what Connecticut has to offer within a short distance. For instance, one pairing contrasts tubing on the Farmington River with clubbing at Mohegan Sun.
That message went over well among many in the business at the Connecticut Tourism Conference in Hartford Thursday.
Candace Engdall, of the Saybrook Point Inn and Spa, exclaimed, "Oh, I loved them!" Engdall said she has a marketing background. She said, "I spent many years working on large campaigns for bigger properties, and I love what they're doing with it."
Connecticut will spend $3.4 million on the campaign this spring and summer, on television, online, and other media. The focus is on luring in nearby visitors from New York, Massachusetts, and Rhode Island.
"Still Revolutionary" encountered some skepticism when it was first launched, but Ed Dombroskas, of Mystic Coast and Country, said it's proving its worth. "Last year," he said, "we did see a positive effect in tourism. The revenues from hotel stays, as well as some attractions, saw increases. People started to realize that Connecticut really is a strong destination."
Connecticut will launch a related ad campaign aimed at promoting economic development next month.