Governor Lamont Declares Say Sure to Connecticut Summer season Tourism Marketing campaign
Governor Lamont Announces Say Yes to Connecticut Summer Tourism Campaign
(HARTFORD, CT) – Governor Ned Lamont announced today that the Connecticut Tourism Bureau is launching a new summer marketing campaign to promote safe travel and help the Connecticut tourism industry recover from the effects of the COVID-19 pandemic. After saying “no” to so many things to the pandemic for a year, the state of Connecticut is encouraging residents and visitors to say “yes” to Connecticut and all of its unique experiences this summer.
The “Say Yes to Connecticut” campaign theme arose from the Office of Tourism’s proprietary study that found a growing sense of optimism among consumers in the Northeast with the introduction of COVID-19 vaccines and the pent-up demand for travel, especially regional travel shows.
“Connecticut offers an incredible mix of tourism options – from arts and cultural sites and restaurants to lodging and outdoor recreation – all of which help generate corporate sales, tax revenue and statewide jobs that benefit our communities.” Governor Lamont said. “The new campaign is a great reminder of this diversity and growing optimism among travelers who we believe will get people back to work and lead to an industry-wide tourism recovery starting this summer.”
The campaign runs from May 1st to September 6th and covers hundreds of businesses and activities across the state that make up the Connecticut tourism industry, including hotels, inns and bed and breakfasts, restaurants, attractions, museums, historic sites, Arts and cultural sites, farms, wineries and breweries, state parks and beaches, nature centers, outdoor recreation, shopping destinations, events, and more. It is still necessary to wear masks indoors.
“Many consumers in the Northeast are ready to hop off and travel safely this summer, so we’re focused on making sure Connecticut is at the fore.” Christine Castonguay, interim director of the Office of Tourism, said. “Not only does Connecticut offer a variety of” yes “tourist experiences, our location and size make them easily accessible so people can spend less time getting to their long-awaited day trips and vacations. and spend more time enjoying them. ”
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The multimedia campaign uses a number of built-in marketing tactics, including:
- A new television campaign running domestically as well as streaming television in proximity states.
- Robust social media campaigns on Facebook and Instagram;
- New content on CTvisit.com, the state’s official tourism website (~ 7 million visitors in 2019);
- Paid search engine marketing; and
- Earned media including public relations and email marketing.
The $ 1.2 million campaign will be funded from the Office of Tourism’s existing nationwide tourism marketing budget. For comparison: Last year the state launched a tourism marketing campaign of a similar size, which received national recognition and generated over 41.4 million TV / video views, 87 million social media impressions and over 795,000 clicks on www.CTvisit.com. Post-campaign research found that those who saw the campaign showed a 90% increase in interest in visiting Connecticut over the next two years and a 122% increase in intention to visit over the next 12 months. According to GPS tracking, 10% of those who saw the digital videos or visited the website actually visited Connecticut tourism companies during the campaign season.
The campaign’s launch coincides with the US Travel Association’s National Travel & Tourism Week, May 2-8, which celebrates the value of travel to the US economy, businesses and personal wellbeing. The Department of Tourism will be highlighting Connecticut’s tourism subsectors on social media later this week and hosting outreach events with regional partners and businesses across the state.
To participate in the Say Yes to Connecticut campaign, use #SayYesCT on social media. For information on the many attractions Connecticut has to offer, visit www.CTvisit.com.
Twitter: @GovNedLamont Facebook: Office of Governor Ned Lamont