FAIRFIELD COUNTY, Conn. -- Connecticut has launched the newest wave of tourism ads, with Gov. Dannel Malloy announcing a new campaign in advance of the summer travel season.
The new advertising spots, titled “Revolutionary Thoughts,” showcase an array of experiences that travelers can enjoy within close proximity, and features creative spots for television 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,” said Malloy. “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.”
“Revolutionary Thoughts” 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 activities — without having to drive too far.
“What we learned ... 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.
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, R.I., Western Massachusetts markets. 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.
Adams & Knight, an integrated marketing agency 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, named PRWeek’s large agency of the year, who leads national and in-state public relations and social media efforts for the Office of Tourism.