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September 13, 2021

CT tourism office launches $1.4M fall marketing campaign

Photo | Contributed Promotional materials for "Full Color Connecticut."
By Zachary Vasile

The state’s tourism office will be spending more money than usual this fall in an effort to market Connecticut’s autumnal draws.

“Full Color Connecticut” — a tribute to the state’s vibrant foliage — will promote seasonal attractions such as county fairs, corn mazes, scenic drives, orchards and breweries, alongside tourism mainstays like casinos, theaters and shops. The campaign, expected to run through Nov. 20, will cost $1.4 million, nearly triple what the tourism office usually invests in its fall marketing operations, according to a statement from the governor’s office.

The added funds will help “Full Color Connecticut” advertisements reach about 33% of its target audience in Connecticut, New York, Massachusetts and Rhode Island, compared to around 10% in recent years.

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

State officials said the campaign will include new television ads, paid search marketing, billboards and outreach through social media platforms such as Facebook, Instagram, Pinterest, TikTok and Snapchat. The tourism office will also add new content to CTvisit.com, the state’s official tourism website.
 

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