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"Revolutionary Thoughts" Spring/Summer 2015 - At-A-Glance Campaign Fact Sheet

Connecticut launched the next wave of creative advertising in the award-winning Connecticut still revolutionary campaign in May during National Travel and Tourism Week. The Connecticut still revolutionary campaign is part of the strategic marketing initiative that serves as a rallying point to help build pride among residents and bolster the state’s reputation as a business and tourism destination.
“Revolutionary Thoughts” playfully communicates through unique pairings of identifiable destinations the idea that escaping to Connecticut offers travelers a diverse balance of experiences — relaxing and active, historic and contemporary, cultural and nature-oriented - without having to drive too far or plan too much.

New for 2015:
  • Increased focus on promoting overnight stays
  • Increased advertising in Manhattan
  • New advertising in Boston and Philadelphia using digital media
  • Greater leveraging of Connecticut’s world class casinos as resort entertainment destinations

 

Campaign Timing: May 4 – August 12

 

Revolutionary Destinations in the Ad Campaign:

The creative features 130 distinctive and extraordinary Connecticut spots from every area of the state. New destinations to the 2015 ad campaign include: Levitt Pavilion, The Aldrich Contemporary Art Museum, Powder Ridge Mountain Park & Resort, Yale Peabody Museum of Natural History, The Place Restaurant, Main Stream Canoes and Kayaks, Arethusa Farm and Dairy, Action Wildlife Foundation, Sunbeam Fleet, Rocky Neck State Park, Schooner Argia, Odetah Camping Resort, Lake of Isles, The Connecticut Sun, The Blue Oar, Heublein Tower Trail, Farmington River Trail, the National Scenic Byway and The Last Green Valley.

 

Creative Agency: Adams & Knight, Avon, CT

 

Media Spend

  • $2.3 million for spring / summer

 

Creative Spots
  • TV, OOH, Digital

 

Target

  • Active leisure travelers
  • Annual HHI greater than $100,000
  • Ages 25-54
  • College+ educated
  • Skew female to reach primary planners/information gatherers

 

Media Mix

  • TV 27% (launches on May 4)
  • OOH 25% (launches on May 13)
  • Digital 48% (launches on May 18)

 

Reach

  • 89% of the target audience will see  the message at least once during spring / summer
  • Over the course of the campaign, the target demographic within the key markets will be exposed to our message close to 172 million times 

 

Key markets

  • New York (including Westchester, Long Island and parts of NJ); Connecticut; Massachusetts  (including Boston, Springfield and Worcester); Providence, RI; Philadelphia, PA

 

Social Media Channels & Official Tourism Website