Issue link: https://nebusinessmedia.uberflip.com/i/479389
2014 | Doing Business in Connecticut 109 SPONSORED REPORT research," said Randy Fiveash, Director of the Connecticut Office of Tourism. "Because it's such a centrally located, compact state, Connecticut is a great place for a getaway. It offers a dynamic blend of experiences — from the natural to the cultural, the historic to the contemporary, the relaxing to the active — all in close proximity to each other and to you." For example, visitors are invited to "find your zen…so close to your zip" through an interesting pairing of an art gallery and a zip-lining adventure. Another ad encourages you to "unplug, then recharge" by pairing a beautiful, relaxing resort with a kayaking experience. And yet another offers you the opportunity to "rewind, then fast forward" by visiting a historic site, as well as a cool new science museum. A Multipronged Media Approach This overarching message is being delivered through an integrated array of tactics, including: • 15-second spots on high-profile TV programming in New York, Providence and across Connecticut • Display advertising across a variety of family-oriented and adult-focused travel sites, as well as on niche sites catering to those with special interests (like hikers, bikers, golfers, fishing enthusiasts, sailing devotees, arts and culture lovers) • Advertising on billboards and in train stations • A strategic search marketing program • Robust content on CTvisit.com • Targeted public relations activities • Creative social media initiatives True to its brand, the state is also striving to make innovative use of specific media outlets. In its out-of-home advertising, for example, the team has employed "station dominations" in key transportation hubs, including Grand Central Station, Metro North and Long Island Railroad. For a specific time period, the state literally takes over every ad throughout the venue. Everywhere you look, you'll see big, beautiful images of the rich diversity of experiences Connecticut has to offer — truly making Connecticut a can't-miss destination. The state's tourism team is also leveraging social media initiatives to get more people talking about all the great places to visit in Connecticut through the return of the "Connecticut Fan Favorite" program. Following a successful launch last year, people will again be encouraged to nominate and vote for their "2014 Connecticut Fan Favorite" town, as well as an attraction or destination within that town — all places that embody the Connecticut still revolutionary spirit. In addition to year- long bragging rights and special statewide recognition, winners will receive a package of special promotional support. A Statewide Effort Marketing a "state" is no small feat. It requires the collaboration of many different facets of the tourism industry — both big and small destinations, lodging and dining establishments, town governments and other state departments responsible for everything from state parks to arts/cultural/historical sites. "We've seen a heightened sense of enthusiasm for our tourism efforts," observed Bergstrom. "So many partners have stepped up to provide imagery, to supply incentives for our campaigns and to more closely align themselves with our state's Connecticut still revolutionary brand. That's what it takes. When we speak with one voice, we're much more likely to be heard." In-State Focus The Connecticut tourism team is also more aggressively reaching out to in-state residents. "When we conducted a statewide online study of Connecticut residents, we were surprised to find that many of our residents simply don't travel much in-state — beyond their home territory," said Castonguay. "For example, one-third of our residents from other areas say they haven't visited Litchfield County in the last two years. And nearly one in four from other areas say they haven't visited Mystic or the Quiet Corner." To inspire in-state residents to visit their own local gems, the Connecticut tourism team is also advertising within the state. It's all just part of the plan to revolutionize how more people think about a Connecticut getaway — where you can both "unplug and recharge." More information is available on the Connecticut Office of Tourism's website, CTvisit.com, as well as on its Facebook page, Visit Connecticut. ' Connecticut is a great place for a getaway. It offers a dynamic blend of experiences — from the natural to the cultural, the historic to the contemporary, the relaxing to the active — all in close proximity to each other and to you. '