Skift Take

It can be difficult to select a tourism slogan that resonates with locals and visitors so most tourism marketing agencies build and iterate on themes that work rather than try to strike ad gold more than once.

Connecticut Tourism pairs its outdoors with its history, nightlife and cuisine in a new summer ad campaign launched this month.

The campaign is a continuation of the state’s “still revolutionary” marketing initiative that aims to position the state as a destination that offers a lot without too much planning.

Half of the $3.4 million campaign, which runs from May to August, is dedicated to digital banner ads, 35 percent to TV commercials, and 15 percent to outdoor billboards. The campaign targets high-income active travelers in nearby drive markets including New York; Providence, Rhode Island; and western Massachusetts.

“Being still revolutionary means your getaway includes something you didn’t know you could get here. This campaign shows those who are looking for a multi-layered travel experience that Connecticut is the place for them,” says Kip Bergstrom, deputy commissioner of the Department of Economic and Community Development in a statement.

The year following the campaign’s launch in May 2012 resulted in 270,000 additional visits and an extra $161 million in visitor spend, Governor Dannel Malloy has said, highlighting  another reason why Connecticut Tourism has chosen to build on the campaign.

The 2014 campaign was created as a partnership between a local Connecticut marketing agency Adams & Knights and MMGY Global.

The summer TV commercials are included in the video below:


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Tags: connecticut, marketing, usa

Photo credit: All of Connecticut Tourism's ad start with the phrase, "Here's a revolutionary idea." ConnecticutTourism / YouTube

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