The Bristol Press – Connecticut tourism officials attempt to lure leaf peepers


Connecticut tourism officials plan to spend more money than usual promoting the state’s fall foliage in a bid to help the industry bounce back from the pandemic.

Gov. Ned Lamont helped launch the $ 1.4 million “Full Color Connecticut” marketing campaign Friday, which he says will link leaf viewing to other attractions across the state.

“Connecticut’s tourism industry will play an important role in rebuilding our economy, which is why we have invested heavily to help it recover from the pandemic,” Lamont said. “This campaign is just the latest way we are helping to do that and encourage everyone to safely get out and support local tourism businesses. ”

Tourism officials said the fall color game is meant to highlight other colorful destinations in the state “from the golds of corn mazes and pinks of cotton candy to the blues of sails in the state. coastline and ambers of craft beer “.

The campaign budget is almost triple the amount typically invested in a fall marketing program, officials said. It’s designed to reach about 33% of the Connecticut, New York, Massachusetts and Rhode Island market – up from 10% in recent years – and expand to other markets, like Philadelphia.

The campaign will also take advantage of the state’s high vaccination rates, which tourism officials say helped bring visitors to Connecticut this summer.

“This fall, we reach out to most likely travelers with the message that Connecticut is not only safe for business, but also offers some of the best and brightest fall colors and experiences the city has to offer. region has to offer – closer to home, ”Christine Castonguay, interim director of the Connecticut Tourism Board, said. “All of this activity is aimed at generating more revenue for more businesses as we continue to navigate this ever-changing environment.”

The campaign will run through November 20 and will feature hundreds of tourism-related businesses, from the state’s parks and orchards to its casinos and stores.

It will include TV commercials that will air regionally as well as digital billboards and advertisements on social media platforms including Facebook, Instagram, Pinterest, TikTok and Snapchat.

The Department of Energy and Environmental Protection said it is expected to be a banner foliage season due to a rainy summer and low nighttime temperatures forecast for September.

The campaign follows what officials said was a successful $ 1.2 million summer tourism marketing campaign, which officials said generated 3.5 million visits to, the tourism website. government, and 1.3 million referrals to government companies.

Castonguay said the industry has a lot of ground to catch up with closures linked to the pandemic in 2020.

“Many of our key metrics were down 30-50% in 2020, which was comparable to many states in the United States,” she said.

Posted in The Bristol Press, General News on Friday, September 10, 2021 14:44. Update: Friday, September 10, 2021 3:16 p.m.

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