Connecticut Office of Tourism: The State I’m In

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Insights

The state’s first winter tourism campaign aimed not only to support the continued economic recovery of Connecticut’s tourism industry, but to challenge preconceived notions about the state. With the knowledge that Connecticut is often perceived as “boring and homogenous” it was time to showcase just how vibrant, diverse, and inclusive Connecticut is today.

Ideas

We recognized that this was an opportunity to tremendously shift our creative approach. This led to a bold new look, billboards with authentic visitor photos, TV spots using spoken word poetry, and a focus on highlighting the state’s unexpected attractions. The message? Get into a new mental state — and realize just how much is in Connecticut.

Impact

The campaign generated a strong, positive response — even more than in previous campaigns:

Digital Video

• 26% increase in CTR over Fall (0.43% vs 0.34%) and 38% over Spring/Summer (0.43% vs. 0.31%)
• 63.75% view rate, also higher than Fall (49.6%) and Spring/Summer (56.9%)

Social Media

• Engagement rate on Instagram & Facebook is up 75% from Fall and Spring/Summer (35% vs. 20%)
• On Snapchat, 33% of viewers watched creative for at least 15 seconds – up 37% from the Fall campaign (24%)