Prior to 2012, Connecticut only allocated $1 to marketing its tourism. The long-term effect of that lack of custom print displays and commercials is that many people, including visitors, are unsure what the state has to offer during the summer months. However, once Governor Dannel Malloy was elected, that changed immediately with its "Still Revolutionary" marketing campaign, which generated $219 million in revenue between the spring and summer months, a local CBS affiliate reported.
This year, Connecticut plans on using "Still Revolutionary" as its tagline between April and August, but this time around it will be geared toward residents living in Connecticut, western Massachusetts, Providence and New York City, primarily targeting the 25-54 age group (also known as the "active leisure traveler"), the Connecticut Mirror explained.
These messages will focus on the fact that Connecticut has a lot to choose from. Whether a visitor is interested in the state's impact on the Revolutionary War or wants to visit the Mystic Seaport, they will be able to do that "all on one tank of gas," one ad reads. The marketing campaign wants to show visitors and locals alike that they have a cultural, nature-oriented and relaxing experience all at once, if they choose to.
"Increasing our tourism industry remains a key component of our effort to expand economic growth in Connecticut, and this new campaign will be an important factor in continuing that progress and showcasing what makes Connecticut the best place to get away this travel season," Governor Malloy said in a prepared announcement.
Connecticut's tourism budget is much smaller than some programs, like Minnesota's $11 billion strategy, but this could be due to the fact that these attractions already have previous "Still Revolutionary" material on hand from 2012's campaign.