Connecticut is committing $1 million to an effort to boost tourism this winter.
The state’s Office of Tourism on Monday announced the debut of a new promotional campaign, known as “The State I’m In,” which will highlight hundreds of Connecticut businesses and destinations, including restaurants, hotels and other attractions. The campaign will run from now through March 31, 2022, state officials said.
According to a statement from the office of Gov. Ned Lamont, “The State I’m In” will utilize a mix of marketing tactics to reach audiences, including ads that will run on television and on streaming services during major broadcast events, such as the Super Bowl, Academy Awards and New Year’s Eve specials. The tourism office will also incorporate billboards, paid search marketing and advertising on social media sites such as Facebook, Instagram and TikTok into the campaign.
“Our goal with ‘The State I’m In’ campaign is to encourage residents and travelers to see Connecticut from a fresh new perspective, one that reflects just how vibrant and welcoming the state is,” said Christine Castonguay, director of branding and marketing for the state Department of Economic and Community Development. “As we begin the important process of refreshing Connecticut’s branding with this campaign, we need to update the perceptions people have of Connecticut, and showcase the exceptional quality of life we offer both visitors and residents.”
Connecticut’s $15 billion tourism industry took a significant hit in 2020, as pandemic lockdowns ruled out the possibility of recreational travel for many and discouraged visits to restaurants, bars and certain indoor venues. In an effort to speed the sector’s recovery, the tourism office launched a $1.2 million advertising campaign over last summer and a fall marketing operation valued at $1.4 million.
