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108 Doing Business in Connecticut | 2014 SPONSORED REPORT Connecticut Tourism: Attracting Visitors as Well as Jobs T ourism is becoming big business in Connecticut. In fact, the leisure and hospitality sector was the second- leading generator of jobs in 2013. Much of that growth has been fueled by the state's commitment to investing in the sector. After a previous drought in state funding, Connecticut has invested $22 million in tourism marketing since 2011. That investment began with the honing of a new brand strategy that is succinctly captured in the state's brand — Connecticut still revolutionary. Since then, the state has been creating and implementing multimedia marketing initiatives that bring the brand strategy to life. And that investment is already paying off. Since the start of the marketing effort, the $22 million in tourism marketing had already generated $219 million in tourism revenues — a 10-to-1 return on investment. And the resulting tax receipts from visitors have more than covered the investment in marketing. Recent research shows that more people are now considering Connecticut as a tourist destination. In fact, awareness is up 59% over the last year. That's also driving more people to the state's tourism website. During the last campaign, visits to CTvisit.com soared 215%. "Tourism and economic development are inextricably linked," noted Kip Bergstrom, Deputy Director of the Connecticut Department of Economic and Community Development (DECD). "People want to grow their businesses and build their careers in a vibrant, dynamic place — a place that combines a rich sense of its role in history with a passion for ongoing innovation." Building on the Momentum in 2014 Throughout 2014, Connecticut will continue to build on the momentum that's already been established for its tourism marketing. To evolve Connecticut still revolutionary, the state's tourism team conducted both in- state and out-of-state research to determine what would motivate more potential visitors to see Connecticut as an appealing, distinctive place to visit. What the team learned was that many out-of-state visitors, as well as some in-state residents, could have a clearer understanding of what Connecticut has to offer. "Through our focus groups and online surveys, we found that many potential visitors still don't have a very clear idea of Connecticut. When you say 'Connecticut,' many people quickly respond with an association: 'I-95.' They know about our casinos. And they may have heard of, even been to, Mystic. But north of I-95 is a big fuzzy area to them," said Christine Castonguay, Director of Branding, DECD. As part of this research, the team also learned what visitors are looking for in an ideal Northeast getaway. Number one on their lists was beautiful scenery, followed by interesting small towns, beach/water activities, historical sites and great culinary experiences. "Those are all experiences Connecticut can deliver," added Castonguay. "We just need to replace their cloudy view of our state with clear images of the diverse mix of activities you can find here. And we need to remind them how close they are, and how easy it is to just get away to Connecticut." Attention-Grabbing Creative To replace this vague impression of Connecticut, the state's tourism marketing now provide specific examples of the state's blend of offerings. The message isn't "something for everyone." Rather, the focus is on positioning Connecticut as an ideal getaway for those who are looking for a more varied travel experience — a chance to escape to the serenity of the country while still being close to the vibe of the city. The new campaign features dramatic pairings of specific Connecticut destinations — each identified with a caption. These pairings reflect the dichotomy of experiences easily accessible in close proximity in Connecticut. "All of our efforts are focused on delivering a compelling message that was honed through extensive market Connecticut still revolutionary features dramatic pairings of specific state destinations — which reflect the dichotomy of experiences easily accessible in close proximity in Connecticut.