Real Fun is Closer Than You Think
CONNECTICUT COMMISSION ON CULTURE & TOURISM LAUNCHES 2009 ADVERTISING AND MARKETING CAMPAIGN
Plan the perfect summer escape at CTvisit.com

HARTFORD, Conn. (May 22, 2009) – To encourage Connecticut residents and out-of-state visitors to plan that deserved warm-weather getaway and explore the state’s natural beauty, diverse events, attractions, performances and historic and cultural sites this summer season, the Connecticut Commission on Culture & Tourism (CCT) has launched its annual strategic marketing and integrated advertising campaign.

To run from May 18 to Labor Day, the campaign will reach the New York and New Jersey metro area as well as Connecticut residents. Conceived and produced in Connecticut with Connecticut talent, it includes TV in New York metro markets, radio and Internet advertising and newspaper inserts in Connecticut and New York metro markets, advertising in New York and New Jersey commuter trains and on bus sides in Connecticut.

“Despite today’s economic challenges, we all deserve an escape from the routine. This season’s advertising campaign provides an enticing glimpse of the relaxing overnight and multi-day trips, arts and heritage sites and adventure destinations that our state offers — all accessible within a short drive,” said Governor M. Jodi Rell. “In coordination with our soon-to-be launched in-state summer-long Staycation program, Connecticut’s tourism campaign makes effective use of our state’s marketing investment and supports our $9 billion tourism industry.”

“Despite a reduction in Connecticut’s tourism advertising budget, we have maximized the use of available dollars in a thrifty, smart and efficient manner,” said Commission on Culture & Tourism Executive Director Karen Senich. “This year’s advertising campaign includes an adaptive re-use of last year’s radio spots to cut costs. It also leverages support from both our private sector tourism industry partners and the state’s five tourism regions in a collaborative effort to reach Connecticut residents and visitors from the metropolitan New York market.”

“In the Commission’s strategic advertising message study this spring, we found that nearly three-quarters of the Connecticut and New York residents surveyed said they are planning to reduce their travel and leisure spending this year,” said Randy Fiveash, director of the Commission’s tourism division. “Seventy one percent of Connecticut residents and 68 percent of New York residents said they planned to stay closer to home for their vacations. At the same time, 86 percent of Connecticut residents and 81 percent of New York residents said they will seek travel destinations that offer significant value. The campaign addresses these trends by offering special discounts and overnight packages.”

The campaign’s tagline “Real Fun Is Closer Than You Think” continues to evolve the Commission’s creative strategy with print, radio, TV, outdoor, transit and online advertising that reaches families and adult travelers with images and dialog that evoke the lifetime of memories associated with taking a Connecticut vacation: the excitement of leaving for an overnight or multi-day getaway, arrival at a welcoming hotel, visits to museums and amusement parks, relaxing with a spa treatment and enjoying shore-side dining.

Print advertising incorporates four themes, “Real Fun,” “Real Relaxation,” “Real Adventure” and “Real Memories” and provides destination ideas for each. The Commission on Culture & Tourism works with the state’s five tourism regions and destinations to promote special events and packages in advertising and marketing materials.

Advertising and marketing tactics also include an online summer advertising promotion in cooperation with the state’s five tourism regions that is designed to drive consumers to CTvisit.com. Those who visit the Web site may register to win two-night getaway packages for couples and families and other prize packages to Connecticut's finest accommodations, attractions and restaurants that have been donated by more than 45 properties across the state.

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 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 CTvisit.com.

###

Creative for the Commission on Culture & Tourism advertising campaign is available at http://dev.pitacomm.com/net2ftp 
Login: cctmedia  Password: y9lpqs1h