A recent social media influencer campaign promoting Mystic as a multi-day tourism destination generated more than 2.5 million digital impressions across two rounds of competition, organizers of the campaign said.
The “Think Mystic” challenge, which concluded last week, attracted 44 content creators who produced video reels showcasing the coastal Connecticut town’s attractions beyond typical day-trip activities.
The Mystic campaign’s 44 influencer creators had a combined social media following of more than 781,000 users. Their content generated over 1.72 million views and reached more than 1.47 million people, according to organizers.
“Mystic is a two to three-day trip,” said Chris Regan, general manager of Olde Mistick Village. “If you really want to do it right, you’re going to come here and spend some time and explore our area. We have a lot to offer.”
The initiative awarded $3,500 prizes to winners in each round. Jean Michael Coronado, who goes by the handle @thejeanmichael on Instagram, won the first round with content featuring iconic hotels and shoreline attractions.
Sarah Unghire — @hazel_and_bean on Instagram — claimed the second round prize for highlighting “hidden gems” including the Mystic Museum of Art, Enders Island and Mystic Disc, an independent record store.
Both winners were announced on WFSB during a segment featuring their content.
The campaign was overseen by judges including Bruce Flax, president of the Greater Mystic Chamber of Commerce; Rebecca Pacheco, digital sales manager at WFSB; and Regan.
“We live in a world where marketers have milliseconds to engage consumers,” said David Jensen, digital strategist at Quinn & Hary who developed the campaign. “This campaign represents the convergence of creative marketing, shrewd budgeting and authentic content development which resulted in massive reach and engagement.”
The Eastern Regional Tourism District and Connecticut Office of Tourism provided grant funding for the project.
Social media influencer campaigns have become a blueprint for tourism marketing. Recently, the state launched a social media engagement initiative through ctvisit.com.
ThinkMystic.com serves as the official tourism website for the Greater Mystic area, promoting attractions such as Olde Mistick Village, Mystic Aquarium and Mystic Seaport Museum.
