HARTFORD — Connecticut earned a record-breaking 15.4 billion earned media impressions in 2024, according to Gov. Ned Lamont.
This milestone marks a 267% increase from 2023 and a 353% increase from 2021, showcasing the state’s ability to capture national attention through innovative campaigns through innovative campaigns that connect with travelers in meaningful ways.
From viral late-night TV moments to unique tourism trails, Connecticut is leveraging its charm, culture, and creativity to redefine what it means to stand out in a crowded tourism landscape, the governor announced.
“Connecticut isn’t just being noticed — we’re being celebrated,” Lamont said. “These campaigns aren’t just about tourism. They’re about redefining how people see our state — our creativity, innovation, and incredible quality of life. We’re telling stories that resonate, and it’s working.”
The initiatives reflect Connecticut’s commitment to reimagining its approach to marketing the state. With the appointment of its first Chief Marketing Officer, Anthony Anthony, in 2023, the state has embraced a more strategic and collaborative vision, led by the Connecticut Office of Statewide Marketing & Tourism within the Department of Economic & Community Development.
Some of those initiatives that caught national attention include:
Connecticut Christmas Movie Trail: The nation’s first-ever holiday trail of its kind featured 22 films shot in Connecticut. From quaint inns to picturesque towns, the campaign earned a shoutout in The Tonight Show starring Jimmy Fallon monologue, alongside a skit featuring Jon Hamm and Lindsay Lohan.
‘Welcome to Connecticut’ Highway Signs: Redesigned to highlight the state’s identity as a hub for creators and innovators, these signs sparked conversation nationwide and landed in The Late Show with Stephen Colbert’s monologue.
Connecticut’s LGBTQ+ Campaign: Connecticut responded to Florida’s removal of LGBTQ+ resources from its tourism website by launching a digital ad campaign reaffirming its commitment to inclusivity, generating news headlines.
Connecticut Oyster Trail: Bridging culinary tourism with maritime heritage, this trail drew attention from food and travel media while connecting visitors with the state’s thriving aquaculture industry.
Big E Pavilion Refresh: At the Northeast’s largest fair, Connecticut’s revamped pavilion showcased the state’s history and innovation, attracting record crowds with interactive experiences that celebrated local heritage and ingenuity.
While the redesigned highway signs may seem small, they sparked a big conversation about Connecticut’s identity. By offering travelers more than just a place to visit, the has become a state to experience, according to Anthony.
“We’re rewriting what it means to market a destination,” said Anthony. “By giving the state a personality, audiences can relate to us on a deeper level. Our campaigns are bold, fresh, and built around what makes Connecticut unique. It’s about more than just visibility; it’s about making people feel connected. These results show what’s possible when you lead with creativity and authenticity.”
