CONNECTICUT COMMISSION ON CULTURE & TOURISM AND DEPARTMENT OF AGRICULTURE “HITS THE STREETS” OF NEW YORK CITY WITH INNOVATIVE CONSUMER MARKETING PROGRAM

Farm Fresh Apples and Pumpkins and “Closer Than You Think” Message Encourage New Yorkers to “Trade in the Everyday Grind” for an Escape to Connecticut this Fall

HARTFORD, Conn. (September 27, 2007) – On September 25 and 26, 4,000 freshly-picked apples, 3,000 mini pumpkins and Connecticut ambassadors gave New Yorkers many reasons why fall vacations in Connecticut are worth trading in the “everyday grind” of their stressful city lives. The guerilla marketing campaign encouraged New Yorkers to think about “trading up” their everyday activities for something more exciting in Connecticut – visiting the state during fall foliage, one of the most popular and beautiful times of the year.

The clever tie-ins to make consumers want to “trade up” included full-color postcard handouts, as well as farm-fresh Connecticut apples and mini-pumpkins. Bringing a taste of Connecticut to New York City, the harvest items, handed out by street team members, were donated by the Connecticut Agriculture Cluster and the Connecticut Department of Agriculture.

“Connecticut’s bounty of fall crops and colors appeal to both residents and visitors,” said Governor M. Jodi Rell. “The Commission on Culture & Tourism and the Department of Agriculture’s joint efforts to promote agri-tourism will help us increase visitors during our beautiful fall season, foster economic progress, product development and job growth in Connecticut.”

Featuring the look and feel of the state’s “Closer than you Think” ad campaign, the postcards featured a striking Connecticut image with details about weekend getaways and directed consumers to CTvisit.com. The postcard also included a note persuading New Yorkers to get away to Connecticut and to send the card to a friend or family member who is also “stuck in the everyday grind,” encouraging them to visit Connecticut as well.

The harvest items and postcards were distributed by energetic Connecticut brand ambassadors, who wore T-shirts with the Connecticut logo and tourism phone number and Web site and were armed with key destination and vacation messages. The street teams reached more than 30,000 potential visitors with postcards, apples and pumpkins in high foot traffic areas including Penn Station, Grand Central, Columbus Circle and Bryant Park.

The apples, purchased by the Apple Marketing Board, came from Rogers Orchards in Southington, Belltown Hill Orchards in South Glastonbury, Lyman Orchards in Middletown and Holmberg Orchards in Gales Ferry. The mini pumpkins were donated by Jones Family Farms in Shelton and Scotts Yankee Farmer in East Lyme.

About the Connecticut Commission on Culture & Tourism The Connecticut Commission on Culture & Tourism brings together tourism, film, history and the arts. Its mission is to preserve and promote Connecticut’s cultural and tourism assets in order to enhance the quality of life and economic vitality of the state. For complete information about Connecticut’s 52 Getaways, country inns, B&Bs and other places to stay, please call 1-888-CTvisit (1-888-288-4748) or log on at www.CTvisit.com. Connecticut offers visitors a multi-faceted wealth of attractions, historical, cultural and recreational activities, diverse and beautiful natural landscapes, parks, beaches and wilderness sure to fulfill any getaway need.

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