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HARTFORDBUSINESS.COM | JANUARY 26, 2026 17 chief marketing officer position after his departure. According to the administration, earned media impres- sions for Connecticut increased by 841% since 2022, while state pride reached its highest recorded level since tracking began in 2012. Net promoter scores — a common marketing metric that measures how likely someone is to recommend a place or product to others — also rose across several categories. Announcing Anthony's departure in December, Lamont credited him with advancing a broader shift in how state leaders talk about Connecticut. "Early in our administration, I said what I believed then and now — no more bad-mouthing Connecticut," Lamont said. "I wanted our state to stop apologizing for who we are and start celebrating it. Anthony took that message to heart and turned it into a strategy that people feel every day." In a recent interview, Lamont said Anthony's efforts generated significant attention for the state, citing the national buzz around New Haven pizza and other promotions. "I think he generated $300 million of publicity," Lamont said. "Love it or hate it, everybody's talking about New Haven pizza and the people are visiting. So I put a lot of stock in creativity. He did the state an enormous favor." Jim Watson, a spokesperson for the state Department of Economic and Community Development, said agency lead- ership is still discussing how to handle the vacant position. At the same time, funding for state tourism efforts is declining as federal COVID-relief dollars expire. Direct state tourism funding has stayed just above $4 million since 2019, but temporary federal pandemic relief pushed total spending to $12.15 million in fiscal 2022 before declining to $9.28 million in fiscal 2024 and $7.6 million in fiscal 2025. With the federal dollars exhausted, tourism will rely solely on $4.5 million in annual state funding in fiscals 2026 and 2027. Anthony said he's confident the programs he helped establish will continue to deliver results, supported by a tourism staff of about 16 people, including part-time and seasonal workers. "I believe that team will continue to do the work because that work is designed to support businesses across the state and ensure that other people fall in love with Connecticut as we have," Anthony said. Gov. Ned Lamont speaks with Stephanie Caron and Josh Krasnecky, the duo behind "The New England Couple," at the launch of the Connecticut Content Creator Collaborative at the New Britain Museum of American Art. HBJ Photo | Michael Puffer Protecting Your Cash. Empowering Your Growth. Real-time Fraud Protection for Your Business Positive Pay from Thomaston Savings Bank is a real-time fraud prevention service that helps protect your business from unauthorized checks and ACH transactions. Once you upload your issued check information, Positive Pay will actively monitor suspicious check activity to help you quickly identify unauthorized transactions and in turn feel more secure about your finances. Prevent and quickly detect check fraud with real-time monitoring Optionally monitor ACH transactions that post to your account Manage pay and return decisions all from one screen Talk to our Treasury Management experts now by calling 860.283.1874. ThomastonSB.com Heather Piteo VP, Treasury Management Manager Member FDIC CT launches social media influencer directory for businesses C onnecticut has launched a new state-sponsored online directory designed to help busi- nesses, municipalities and nonprofits connect with social media influencers and digital content creators for marketing partnerships. The creators typically produce paid posts and short videos featuring products, restaurants, events or attractions, helping organizations reach audiences that traditional advertising may not. The Connecticut Content Creator Collaborative, available at CTCollab.com, debuted Jan. 13 at an event at the New Britain Museum of American Art attended by about 200 people. Ten content creators — including Stephanie Caron and Josh Krasnecky, the duo behind "The New England Couple" — hosted tables and met with attendees, while other creators mingled with the crowd. Outgoing Chief Marketing Officer Anthony Anthony said creators will self-register on the site, but listings will be vetted by state staff before going live. Visitors can search the directory by target audience age, areas of interest and social media platforms. HBJ Staff Writer | Michael Puffer