âSay Yes to Connecticutâ is the theme of a new $ 1.2 million marketing campaign launched by the State Tourism Board.
The slogan was developed from the office’s proprietary research, which Governor Ned Lamont said reflects a growing sense of optimism among consumers in the Northeast regarding the ongoing deployment of the Covid-19 vaccine and pent-up demand. travel, especially regional travel.
âConnecticut offers an incredible mix of tourism offerings – from arts and culture venues, to dining, lodging properties and outdoor recreation areas – all of which help generate commercial sales, tax revenues and jobs statewide to benefit our communities, âLamont said in a statement. .
“The new campaign is a great reminder of this diversity and the growing optimism of travelers that we believe will put people back to work and translate into an industry-wide tourism recovery starting this summer.” “, he added.
Through September 6, the campaign will feature hundreds of businesses and activities across the state that make up the Connecticut tourism industry sector, including hotels, inns and bed and breakfasts. , restaurants, attractions, museums, historical sites, artistic and cultural places, farms, vineyards. and breweries, state parks and beaches, nature centers, outdoor recreation, shopping destinations, events, etc.
Wearing a mask indoors will continue to be required.
âMany consumers in the Northeast are ready to get out and travel safe this summer, so we’re working to make sure Connecticut is at the forefront,â said Christine Castonguay, Acting Director of the Office of the tourism. âNot only does Connecticut have a wide variety of tourism experiences to ‘say yes’ to, but our location and size make them easily accessible so people can spend less time traveling to their long-awaited tours and vacations, and more time to enjoy it. “
The multimedia campaign uses an array of integrated marketing tactics, including:
- A new TV campaign that will run in the state, as well as streaming TV in nearby states.
- Robust social media campaigns on Facebook and Instagram.
- New content on www.CTvisit.com, the official state tourism website.
- Paid search marketing.
- Media gained including public relations and email marketing.
The campaign is funded from the state’s existing tourism marketing budget. For comparison, the state launched a similar-sized marketing campaign last year that received national recognition and garnered over 41.4 million TV / video views, 87 million network impressions. social and generated more than 795,000 clicks for CTvisit.com.
Post-campaign research found that those who saw the campaign showed a 90% increase in interest in visiting Connecticut over the next two years and a 122% increase in intention to visit within 12 next months. According to GPS tracking, 10% of those who saw the digital videos or visited the website actually visited Connecticut tourism businesses during the campaign season.