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CONNECTICUT COMMISSION ON CULTURE & TOURISM’S
2007-2008 MARKETING AND ADVERTISING PLAN AT A GLANCE
| WHAT: |
Marketing and advertising campaign combines conventional
media and the Internet with out-of-home ads. Enhanced theme, “Closer
Than You Think,” reflects the top two reasons residents of the New York
metro area visit Connecticut: proximity and accessibility. This theme
builds upon the 2005-2006 “How Will You Connect?” campaign by
positioning Connecticut as a nearby escape that offers a retreat from
the fast pace of daily life and an array of visitor experiences.
Strategy distinguishes Connecticut’s efforts from other states’ with the
promotion of special events and hotel packages in advertising and
marketing materials. CCT has increased its collaboration with the
state’s five tourism regions to promote these regional attributes. |
| WHEN: |
Out-of-home campaign ads
appear on railcards on the New Jersey Path and Hudson River Valley train lines
May through July. Radio advertising on the New York market’s top six
stations begins on May 21. These 60-second ads run for six weeks.
Print ads appear in the April through July issues of major consumer
magazines and in the New York Times’’ Friday “Escapes” section
for 13 weeks, beginning on May 4.
Online advertising and promotions take place through July 31. |
| WHO: |
Campaign targets women ages 35 to 54 as key
decision-makers in the metropolitan New York market with an average
annual household income of $80,000+. |
| WHERE: |
Radio buys in the
metro New York area:
WLTW-FM – soft adult contemporary
WBLS-FM – adult urban
contemporary
WPAT-FM – Spanish adult contemporary
WPLJ-FM – hot adult
contemporary
WQCD-FM – jazz
WINS-AM – all newsPrint buys:
Better Homes &
Gardens (Northeast edition)– April through July
Ladies’ Home Journal (Northeast
edition) – April through July
Travel + Leisure – April, May, June
Country Living
– May
Yankee Magazine – May
AAA Traveler and AAA Car & Traveler – May and June
Country Home (Northeast edition) – May and June
More (Northeast edition) – May
and June
Traditional Home (Northeast edition) – May and June
Arthur Frommer’s Budget Travel – June
New York Times “Escapes” section – May 4 to July July 27 |
| HOW: |
Print ads and collateral materials feature action photos of people enjoying
the state’s attractions and scenic beauty juxtapositioned with playful headlines
that position Connecticut as a fun place to relax and recharge that is
“Closer Than You Think.” The headline for an ad featuring a couple
walking through a peaceful meadow reads “Power Walk” and an image of
children tubing down a river is contrasted with the words “Morning
Rush.” Studies show that both the opportunity to rest and relax and
Connecticut’s beautiful landscapes appeal to the metro New York
audience. Supporting campaign messages focus on five visitor
experiences and interests: family fun, rest and relaxation, arts,
heritage and active adventure.
The Commission worked closely with the five tourism regions to create
this plan, which is based on extensive consumer market research. In this
unique integrated strategy, the state focuses on its proximity to its
target market and the visitor experiences Connecticut provides, while
the regions promote the specific attractions, events and hotel packages
in their respective areas that deliver these experiences. |
| CREATIVE AGENCY: |
Pita Communications, LLC, Hartford, CT |
| DEVELOPED FOR: |
The Connecticut Commission on Culture & Tourism |
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Contact:
Karen Senich, acting executive director, Connecticut Commission on Culture &
Tourism, (860) 256-2727 (Leigh Johnson)
Barbara Cieplak, marketing director, Connecticut Commission on Culture &
Tourism, (860) 256-2745
Jenny Smith/Becky Giantonio, Pita Communications, (860) 293-0157, ext. 15/25
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