Connecticut’s $22 million tourism ad campaign directly generated at least $219 million in tourism spending over the last two years, according to recent tracking results.
State welcome centers reported a 55 percent increase in potential visitors in 2013 compared to the 2012 and state lodging revenue was up 8.5 percent.
Gearing up for the 2014 tourism season, Gov. Dannel P. Malloy said the ad tracking results showed the effectiveness of the state’s Still Revolutionary ad campaign.
In 2012 state officials launched the campaign to bolster Connecticut’s $11.5 billion tourism industry after previous studies showed leisure travelers had a low awareness of Connecticut as a place to visit.
Since the start of the campaign, consumers in targeted markets have seen the message nearly 646 million times, according to the strategic research firm Harrison Group. After viewing the ad, 53 percent of viewers claim to have an interest in visiting, claim to have visited or plan to visit the state.
Additionally, traffic to the CTvisit.com increased 70 percent in 2013 over 2012.
“Tourism has always been a good investment for the state ”” it is a sector that generates billions in spending and represents more than 100,000 jobs for residents,” Malloy said in a written statement. “We will continue making strategic investments, with a focus on the long-term, to promote all that Connecticut has to offer and let employers and tourists alike know our state is a great place to live, work and visit.”
