Adams & Knight Named Finalist for U.S. Travel Association’s Mercury Awards

“So Good To See You, Connecticut” digital campaign generates results, improves brand perceptions and drives business for hard-hit tourism industry

AVON, Conn., (Aug. 16, 2021) – Adams & Knight, one of the leading digital marketing agencies in New England, was recently named a finalist in the U.S. Travel Association’s 2021 Mercury Awards, honoring marketing excellence and creative accomplishment in state/territory destination marketing and promotion. The agency was recognized in the Digital Campaign category for “So Good To See You, Connecticut,” on behalf of its client the Connecticut Office of Tourism.

Among other award finalists are Discover Puerto Rico, Travel Michigan, Travel Texas and Visit California.

The U.S. Travel Association is the latest organization to recognize the research-based, results-generating “So Good To See You, Connecticut” campaign, which was honored earlier this year by the Content Marketing Institute, PR Club and Public Relations Society of America (PRSA). Adams & Knight’s previous campaigns with the Connecticut Office of Tourism have received similar recognition.

Digital Campaign Overview

Following weeks of pandemic-related stay-at-home orders that halted travel and temporarily shuttered hundreds of tourism businesses, the “So Good To See You, Connecticut” campaign was developed to promote safe travel experiences in Connecticut and drive revenue to state tourism businesses amid the state’s “reopening” in summer/fall 2020.

Focused on messages about safety and proximity—two key traveler priorities—the digital components of the campaign featured three online videos about safety; nine video spots about travel experiences; hundreds of pieces of original content on CTvisit.com; paid social media on Facebook, Instagram, Pinterest and Snapchat; targeted email outreach; search marketing; and an online interactive quiz—all of which invited the audience to see Connecticut with a fresh perspective and appreciation for all it has to offer. The campaign utilized cutting-edge tactics to target only those people who research showed were most likely travel, boosting the $1.2 million campaign’s efficiency and effectiveness.

Digital Campaign Results

In just six months, the digital campaign featured over 1,500 Connecticut businesses; drove more than 11 million engagements on social media; inspired a 44% increase in time spent on featured website content; secured over 1,000 completed quizzes and email opt-ins; and exceeded the performance of all the other New England states’ tourism websites in overall traffic and engagement.

Most importantly, the latest post-campaign research revealed that those who saw the digital campaign rated the state 34% higher on the state’s desired list of brand characteristics and attributes, showed a 90% increase in interest in visiting Connecticut in the next two years and a 122% increase in intent to visit in the next 12 months. According to GPS tracking, 10% of those who saw the digital videos or visited the website actually visited Connecticut tourism businesses within the campaign period.

To learn more about the campaign, read the case study here.

“We are honored to be recognized by the U.S. Travel Association for a research-based campaign that utilized the latest digital tactics to drive terrific results, improve brand perceptions and, mostly importantly, drive revenues for Connecticut’s tourism industry,” said Jill Adams, CEO/Principal, Adams & Knight.

The 2021 Mercury Awards will be presented on August 17 during U.S. Travel’s destination marketing conference, ESTO (Educational Seminar for Tourism Organizations).

About Adams & Knight

Adams & Knight is a branding and marketing consultancy based in Connecticut that specializes in results-driving advertising, digital marketing, PR, social media, content marketing and marketing technology services. For more than 30 years, the agency has been serving leading healthcare, financial services and travel/lifestyle brands that help others live financially, emotionally and physically healthier lives.