HARTFORD, CT: The Connecticut Commission on Culture & Tourism (CCCT) has selected M. Silver Associates as its communications and marketing AOR.
Virginia Sheridan, president of M. Silver Associates, said the account is in the low-to-mid-six figures range. Connecticut's department of tourism rebranded in 2003 as the CCCT, and now also includes film, historical preservation, culture, and arts. Sheridan said that prior to the consolidation of the different departments under the CCCT umbrella,
only the tourism department had external PR help.
VP Abbey Mayor will lead a team of four, with Sheridan providing counsel.
Lou Hammond & Associates previously held the Connecticut tourism account for three years. The state of Connecticut issued an RFP after its contract expired, and Sheridan said there were three or four finalists.
Lou Hammond did re-pitch, but did not win the account.
Sheridan said that M. Silver won the account based upon its marketing and tourism experience, as well as understanding the commission's new direction.
One of the challenges for the PR team is to attract more film crews to Connecticut and promote Connecticut's artistic history, Sheridan noted.
"The campaign is designed to position the state as one of the country's leading, trend-setting culture and tourism destinations," she said. "Connecticut is both regarded as part of New England and it is not [regarded that way]. Being part of New England is very beneficial, but it doesn't tell the [whole] story of what Connecticut is: the artistic neighbor to New York."