Connecticut tourism campaign reaping rewards


Connecticut continues to reap the rewards of its ever-revolutionary marketing campaign, originally launched in 2012 and designed to showcase the state as an authentic, multi-dimensional travel destination.

According to the results of a recent economic impact study, in 2013, tourism generated $ 14 billion in sales to visitors, a 3% increase from 2012 figures.


“The state’s tourism marketing campaign continues to be successful in attracting more people to every county in Connecticut and growing our economy,” said Randy Fiveash, director of tourism for the Connecticut Tourism Board. “To give you a sense of the scale, one of nearly 20 jobs in Connecticut is supported by visitor spending.”

Although last year’s sales figures are not yet available, Fiveash pointed to research conducted by MMGY Global in late 2014 as further proof of the campaign’s continued effectiveness. “In a survey of those who saw the state’s advertising campaign, the number of people who say Connecticut has ‘a lot to see and do’ doubled, the number of people who perceive Connecticut as “a great place to spend time with children” and “rest and relax” has also increased by over 50 percent, “he said.

Additionally, Fiveash noted that the state’s tourism website provided travel advice to 3 million visitors in 2014, double the number in 2012.

The new spring / summer campaign is designed to illustrate what sets Connecticut as a tourist destination apart from its nearby counterparts.

“Audiences for the Spring / Summer campaign are active leisure travelers aged 25 to 54 who live in New Haven and Hartford, as well as Connecticut and New York, Boston, Philadelphia and Rhode Island. with college degrees and annual family income over $ 100,000, ”Fiveash said, adding that the campaign is heavily targeted at women, who frequently plan and book family trips.

Specifically, the campaign highlights Connecticut’s wide range of activities by pairing the state’s destinations to illustrate its diversity and ability to strike a balance between relaxing and active, historic and contemporary attractions, and activities. cultural and nature-oriented.

Connecticut’s ever-growing accommodation portfolio also spans the gamut. In addition to resort casinos such as Mohegan Sun and Foxwoods, visitors will find well-known hotel brands and a number of B & Bs and boutique hotels.

“Over the past few years, we’ve seen a new generation of boutique hotels emerge across the state, offering travelers clean, bold design and service in big cities,” said Fiveash. “For example, minimalist J House Greenwich has iPad-controlled bedrooms and a modern poolside lounge. The Zero Degrees Hotel in Stamford has an urban vibe and playful decor, and the EVEN Hotel Norwalk has expansive green spaces and sustainable design elements to help guests maintain balance.

The state has also increased the number of its green offerings in recent years. “There are now 31 hotels, motels and guesthouses participating in the Connecticut Green Lodging program sponsored by the Connecticut Department of Energy and Environmental Protection and the Connecticut Tourism Board,” a- he declared.

Going forward, Fiveash believes Connecticut’s diverse tourism offerings will be what sets the state apart from neighboring competition. “Our wide range of offerings differentiates us from our neighbors in northern New England and major urban centers because we offer both ends of the spectrum,” he said. “You can, for example, spend an exciting morning at Brownstone Park in Bristol ziplining, then enjoy a relaxing afternoon enjoying the interesting art at the Yale University Art Gallery in New Haven.”


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