Governor Lamont Announces Launch of “The State I Am In” Campaign Promoting Winter Tourism Season
(HARTFORD, CT) – Governor Ned Lamont today announced that the Connecticut Tourism Board launches a new winter marketing campaign reflecting Connecticut’s vibrant and diverse public places. The new “The State I’m In” campaign aims to support the continued economic recovery of Connecticut’s $ 15 billion tourism industry and encourages residents and visitors to explore all Connecticut has to offer this winter.
“This new winter tourism campaign shows how vibrant, diverse and inclusive Connecticut is today,” Governor Lamont said. “Not only will this help bring new visitors to Connecticut, but it will also generate revenue for our many amazing restaurants, hotels, attractions and all kinds of amazing local businesses across the state.”
This is the first time in many years that Connecticut has promoted an integrated marketing campaign for the winter season. Until March 31, 2022, the “The State I Am In” campaign will feature hundreds of tourism businesses across Connecticut and highlight many unique and unexpected experiences.
The million dollar marketing campaign uses an integrated blend of marketing tactics to reach people in the state, as well as across the region, in English and Spanish. He understands:
- New TV spots which will run on streaming services throughout the region as well as the state during local coverage of live events as prestigious as the Super Bowl, the Academy Awards, New Year’s specials, the playoff games of the NFL and the Big East Finals (NCAA);
- Billboards across the region that feature authentic and user-generated photos and captions of residents, visitors and influencers;
- Social media campaigns on Facebook, Instagram, Snapchat and TikTok;
- New content on CTvisit.com, the state’s official tourism site which is currently targeting 7 million web visitors for 2021;
- Paid search marketing and content seeding; and
- Acquired media, including public relations and email marketing.
“Our goal with the ‘The State I Am In’ campaign is to encourage residents and travelers to see Connecticut in a new light – a perspective that reflects how vibrant and welcoming the state is. ” Christine Castonguay, director of branding and marketing for the Connecticut Department of Economic and Community Development, said. “As we begin the important process of branding Connecticut with this campaign, we need to update the perceptions people have of Connecticut – and showcase the exceptional quality of life we provide to visitors. and residents. “
The new campaign TV spot was produced by Connecticut creation and production companies and stars local talent Eddie Cruz, Jr. – a native of Newington and University of Hartford alumnus, Hartt School of Theater – who is passionate about life and work in the state. The campaign will also feature the authentic voices of real Connecticut visitors and residents presenting real photos from their experiences across CTvisit.comonline and social media channels.
“Tourism is at its best when we reach a diverse group of audiences and help instill a sense of curiosity and innovation about a destination,” Noelle Stevenson, director of the Connecticut Tourism Board, said. “The ‘The State I Am In’ campaign is a testament to the vibrancy, energy and nervousness of Connecticut’s tourism offerings. We’re confident this campaign will not only inspire residents and visitors to explore Connecticut this winter, but will exude a sense of newness about all we have to offer.
To participate in the “The State I’m In” campaign, use #StateImInCT on social networks. To find more information on many of Connecticut’s winter attractions and activities, visit CTvisit.com.