Press Releases
03/27/2024
Governor Lamont Announces New Tourism Campaign Aligning With Connecticut's Brand Theme, 'Make It Here'
WATCH: Connecticut Spring/Summer 2024 Tourism Campaign, “Make It Here”
(HARTFORD, CT) – Governor Ned Lamont today announced the launch of Connecticut’s latest tourism campaign for the spring and summer 2024 travel season. The campaign leans into the state’s new brand theme “Make It Here,” aligning the branding and tourism campaigns with this singular tagline and bringing synergy to efforts encouraging consumers to live, work, and play in Connecticut.
Replacing the “Find Your Vibe” tourism campaign that launched in 2022, the “Make It Here” tourism campaign builds upon the prior campaign’s success by infusing energy, vibrancy, and an abundance of activities that showcase Connecticut’s diverse landscape – from a rich arts scene to exhilarating outdoor adventures, world-class dining, family entertainment, and deep-rooted history.
“As we continue on this exciting journey with the ‘Make It Here’ campaign, we’re not just promoting tourism, we’re celebrating the essence of Connecticut – the spirit of innovation, creativity, and community that defines us,” Governor Lamont said. “From bustling cityscapes to serene landscapes, Connecticut offers an unparalleled experience for visitors and residents alike. Together, let’s showcase why Connecticut is not just a destination but a way of life.”
With a budget of $1.86 million, the campaign will span from April 1, 2024, through Labor Day 2024, employing an integrated mix of marketing tactics including:
- Inflight seatbacks on targeted JetBlue flights
- Connected TV/digital video
- Prominent out-of-home placements in New York City, Boston, and along highways in Connecticut
- Robust social media engagement
- Content marketing
- Paid search marketing
“Tourism is a cornerstone industry in our state, supporting more than 150,000 jobs,” Dan O'Keefe, commissioner of the Connecticut Department of Economic and Community Development, said. “Aligning our latest tourism campaign with ‘Make It Here’ reinforces our commitment to reshaping perceptions about Connecticut to attract more businesses and residents, while also bolstering this vital sector.”
The campaign will spotlight hundreds of businesses statewide, ranging from hotels and restaurants to cultural attractions, theaters, wineries, breweries, and state parks, showcasing the breadth and depth of Connecticut’s tourism offerings. In addition to attracting visitors, the campaign also aims to foster local pride by encouraging residents to explore Connecticut’s diverse attractions and experiences in their own communities.
“The ‘Make It Here’ platform celebrates a fundamental truth about Connecticut – that we are a state of innovation and action,” Anthony Anthony, Connecticut’s chief marketing officer, said. “When people visit to play, they feel that spirit and may consider making a life here. That’s why it’s so important to unify our messaging marketing strategies around that singular live, work, play idea and ‘Make It Here’ message.”
For travel inspiration and upcoming summer events, visit Connecticut’s official tourism website at ctvisit.com.
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- Facebook: Office of Governor Ned Lamont