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Connecticut Office of Tourism Earns International Recognition for Content Marketing Program that Drives Visitation, Longer Stays

HARTFORD, Conn., Jan. 7, 2020 – The Connecticut Office of Tourism’s content marketing program, a critical component of the State’s tourism marketing strategy, has been recognized as one of the best in the industry by two of the world’s most prestigious travel industry awards shows. It earned both a Gold 2019 Adrian Award from the Hospitality Sales and Marketing Association International (HSMAI) and a global top five ranking for “Best Content Marketing Program in Travel/Tourism” in the 2019 Content Marketing Awards.

The HSMAI’s Adrian Awards is the world’s largest travel marketing competition. It recognizes hospitality brands for creativity and innovation in advertising, digital marketing and public relations. The Office of Tourism won Gold in its “Integrated Marketing Campaign for Consumers” category.

The Content Marketing Institute’s annual Content Marketing Awards is the world’s largest content marketing awards program. Connecticut’s content marketing program ranked among the top five in its travel/tourism division alongside Qantas, Delta, South African Tourism and Puerto Rico Tourism. Connecticut was the only state tourism marketing program in the U.S. to be recognized in this category.

For this program, the Office of Tourism shares its content marketing calendar with hundreds of tourism businesses, organizations and municipalities all across the state to gather their input on related offerings and events. This information is used to create original articles, videos, quizzes, imagery and itineraries designed to inspire visits to Connecticut. That content is then promoted to targeted audiences via content seeding, social media, influencer marketing and other advanced digital marketing tactics.

The Office of Tourism’s content marketing program is managed by Adams & Knight, an Avon, Conn.-based integrated marketing agency. Paid media distribution is handled through Norwalk, Conn.-based Media Storm.

“Our team is thrilled to be recognized by such prestigious travel industry organizations for a program that utilizes data-driven insights to so effectively generate results,” said Randy Fiveash, director, Connecticut Office of Tourism. “What is particularly encouraging is how cost effectively this program drives more actual visits to our state—and we’ve only just begun to tap its full potential.”

According to Arrivalist, a highly advanced GPS-driven monitoring tool, residents in New York City, one of Connecticut’s primary tourism markets, who were recently exposed to the state’s content marketing visited Connecticut six times more and stayed three-and-a-half times longer than those who were not exposed.

In 2019 alone, the State’s marketing program drove nearly 7 million visits to www.CTvisit.com, the state’s official tourism website, and supplied about three million direct referrals to Connecticut businesses. More than 50% of that traffic was generated by the State’s content marketing program.

Tourism is a $15.5 billion industry in Connecticut which generates $2.2 billion in tax revenues, including $960 million in state/local taxes, and supports over 123,000 jobs in total.

About the Connecticut Office of Tourism

The Connecticut Office of Tourism, a division of the Connecticut Department of Economic and Community Development (DECD), is dedicated to enhancing the economic growth of Connecticut’s tourism industry. Together with its many state and industry partners, the Office of Tourism works to bolster the state’s reputation as a destination that offers a diverse mix of activities and attractions, all in close proximity to each other—from the exciting and relaxing to the historic and innovative to the culture- and nature-focused. For more information about Connecticut tourism, or to plan your next trip to Connecticut, visit www.CTvisit.com.

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Contacts:

 

Emily Pangakis

Adams & Knight

emily.pangakis@adamsknight.com

860-676-2300 ext. 129

 

Randy Fiveash

Director, Connecticut Office of Tourism

randall.fiveash@ct.gov

860-500-2369