Called "Revolutionary Thoughts," the campaign communicates through pairings of destinations the idea that Connecticut offers a balance of activities that are relaxing and require exertion, historic and contemporary, cultural and nature-oriented. "All on one tank of gas," says one ad.
The marketing, looking to capitalize on the improving economy and more spending by consumers, is starting earlier than in previous years and extending longer, Bergstrom said. The campaign also reaches out to Connecticut residents.
"Folks have a small orbit of daily, weekly and monthly activities, so our own residents don't know what Connecticut has to offer," he said.
The marketing followed brand research, meeting with hundreds of stakeholders and focus group sessions. Ads feature destinations and attractions from every area of the state, including Lime Rock Park, the Connecticut Science Center, New England Air Museum, the Thimble Islands and elsewhere.
Gov. Dannel P. Malloy made boosting tourism a part of his 2010 election campaign, tying promotion of the state to economic development.
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