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CONNECTICUT COMMISSION ON CULTURE & TOURISM ANNOUNCES 2008-2009 ADVERTISING AND MARKETING CAMPAIGN
Evolved Campaign Expands its Focus to Connecticut Residents and Extends Into the Fall

HARTFORD, Conn. (April 1, 2008) – With Connecticut’s prime tourism season fast-approaching, the Connecticut Commission on Culture & Tourism (CCT) has begun to execute its 2008-2009 strategic marketing and integrated advertising campaign. The evolved campaign targets a larger audience, includes extended efforts beyond the summer and utilizes new advertising outlets.

The Commission has expanded its target demographic of the New York metro area to encompass Connecticut residents, as well as both markets’ Spanish-speaking populations. In addition, advertising and marketing efforts will extend into the fall, Connecticut’s second-busiest tourism season.

“It is important that the state’s tourism campaign continues to evolve to ensure that Connecticut remains competitive with nearby states for tourism revenue,” said Gov. M. Jodi Rell. “This campaign is an important investment that will reach new demographics for a longer period of time and it will contribute significantly to the state’s $9 billion tourism industry.”

“During the Commission’s 2007 Vision Study, 61 percent of the parties interviewed across the state included at least one Connecticut resident,” said Karen Senich, executive director of the Commission on Culture & Tourism. “These findings suggest that many residents ‘get away’ in-state. It is important that we continue to build awareness among state residents of Connecticut’s many cultural and tourism assets and events, especially as gas prices rise, causing more people to remain close to home.”

The campaign will continue to feature the tagline “Closer Than You Think” to build brand recognition. This tagline appeals to both residents of Connecticut and the New York metro area.

The 2006 Brand Image Study, commissioned by CCT and conducted by Phoenix Marketing International, revealed the top two reasons New Yorkers visit Connecticut: proximity and accessibility. Supporting campaign messages focus on the five experiences – family fun, rest and relaxation, arts, heritage and active adventure – state residents and New Yorkers can find close by in Connecticut.

The campaign builds upon last year’s plan by positioning Connecticut as a nearby escape that offers not only attractions and scenic landscapes, but also a retreat from the hectic pace of daily life and an array of visitor experiences. CCT collaborates with the state’s five tourism regions to reinforce this message by promoting regional attributes, particularly special events and packages, in advertising and marketing materials.

The campaign continues to feature action photos of people enjoying the state’s attractions and scenic beauty juxtapositioned with playful headlines that position Connecticut as a place to relax and recharge. Headlines that are lighter in tone, such as “Rocking Out” and “Getting Grounded,” accompany images of a family relaxing on a rock at the beach and a couple picnicking in front of a lighthouse, respectively.

Advertising and marketing tactics include radio and print ads; out-of-home advertising; two free-standing inserts; an online summer and fall sweepstakes; a direct mail campaign; and television and Internet partnerships the media.

The Economic Impact of Connecticut Tourism
Travelers to Connecticut spend more than $9 billion each year, generating $70 million annually in hotel occupancy taxes and $1.15 billion in state and local revenue. Travel and tourism results in 110,000 jobs – 6.5 percent of the state’s total – and generates $5.3 billion in personal income and $7.95 billion in gross state product.

About the 2007 Vision Study
The 2007 Vision Study, conducted by Witan Intelligence Strategies, involved interviews with 3,600 tourists at 30 attractions across the state, including museums, casinos, parks, beaches, destination shopping areas, events, arts venues and welcome centers, regarding their travel behaviors and preferences.

About the 2006 Brand Image Study
Conducted by Phoenix Marketing International, the 2006 Brand Image Study evaluated the brand imagery of Connecticut among Connecticut residents and visitors and non-visitors from the New York metropolitan region. The study also examined the motivational drivers that caused people to choose Connecticut as a leisure travel destination.

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. The Connecticut Commission on Culture & Tourism's new offices, which include a gallery, are located at One Constitution Plaza, Hartford, Connecticut. The Commission's arts gallery is open to the public weekdays from 9 a.m. to 4 p.m. The space features changing exhibits that directly relate to the Commission’s programs across all four divisions. For more information, log on to www.cultureandtourism.org.

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Contact:

Karen Senich
Executive Director
Connecticut Commission on Culture & Tourism
860.256.2727 (Leigh Johnson)

Jenny Smith/Becky Giantonio
Pita Communications LLC
(860) 293-0157 exts. 15/25
jenny@pitacomm.com
becky@pitacomm.com