Connecticut Office of Tourism
Adams & Knight (advertising in partnership with MMGY Global); FleishmanHillard (PR and social media); and MediaStorm (media buying and planning)
Kip Bergstrom, deputy commissioner; Randy Fiveash, tourism director; Christine Castonguay, branding director; Barbara Cieplak, marketing director; Jean Hebert, publications and Web admin; Robert Damroth, processing technician and webmaster; and Bob Gregson, creative director
To help engage visitors, the Connecticut Office of Tourism launched the next phase of its Still Revolutionary brand platform, aimed at highlighting unique experiences.
Revolutionary Thoughts was developed after the tourism board did extensive research on what is important to travelers.
"We needed to focus on Connecticut’s unique offerings and showcase the state’s rich breadth and depth of experiences," says Christine Castonguay, director of branding for the Connecticut Department of Economic and Community Development and its Office of Tourism.
She adds that what differentiates Connecticut’s destinations is their close proximity to one another, so the key message to tourists is they can get to a range of places with less travel.
For the week-long social effort, the brand, with the help of agency partner FleishmanHillard, asked people to share activity pairings that make the perfect getaway on social platforms. More than 1,000 fans participated, which give them a chance to win getaways, such as a trip to the Mayflower Grace hotel and Lime Rock.
The effort garnered stories in more than 460 media outlets, such as AP, The Wall Street Journal, and Bloomberg Businessweek. In June, the board held two events to continue buzz. The annual Connecticut Fan Favorite event allowed people to vote for what town they thought was the best in the state, with the winning town receiving marketing and PR support. On June 14, the state held an open house day, which involved 169 destinations offering visitors perks.
While the initiative will only run through August, the board will continue building momentum by engaging bloggers, niche media, and organizations, explains Bill Power, SVP, senior partner, and global practice leader of brand marketing at FleishmanHillard.
This article was updated on June 30 to correct the campaign budget from $34 million to $3.4 million. We regret the error.