Connecticut: Rebranding the State

2004. The state of Connecticut is scarred by national scandal and budget cuts, in addition to a sharp decrease in tourism and economic growth. With a slight budget of eight million dollars ­ half of 2003 ­ the department Connecticut Commission on Culture and Tourism (CCCT) was formed to lead the recovery of tourism and consolidation of the states its 11 autonomous districts into five recognizable regions.

For decades, Connecticut tourism relied on its association with New England. Yet internally, the regions managed their own tourism promotions. A unified State identity and message never existed. The limited budget gave CCCT new license to refocus the state's strategy, targeting a specific demographic from neighboring states, primarily New York, and its own constituents for new tourism. A new significant brand was identified but the message needed to resonate throughout the regions. The "big idea" must include framework versatile enough to allow the regions to promote their own tourism materials, while reinforcing a new State identity and brand.

To re-brand Connecticut, the current State slogan and independent regional slogans were eliminated, as well as the conventional trend in tourism that promotes a physical destination. The new State strategy addressed the emotional need of its overworked and occupied target: professional women and mothers. The payoff of visiting Connecticut was gleaned from its own name, creating the basis of its new proprietary logo and theme: Connect. All television, print, and vertical advertising would follow State branding with regional templates while promoting the idea of "Connect," with nature, family, or themselves, thus maximizing the budget. Finally, a website re-design was required to reflect the new brand experience of the new Connecticut as well.

"This is the first new state branding strategy in more than a decade. The advertising campaign is based on the strikingly simple concept of "connect," a word inherent in the state's name that lends instant personality and action to every aspect of communications. Tourism is a $10 billion industry in Connecticut, employing 150,000 people and generating $2.3 billion in state and local revenue. It's a smart investment. For every $1 million state taxpayers invest, $50 million is returned. This means our new CONNECTICUT branding strategy, with its unique regional component, not only represents a fiscally sound investment for the state today, it is moving Connecticut into a position of unprecedented strength to compete for future tourism dollars. The campaign presents a completely new look and feel for the state - one that emphasizes the needs of the individual and the many levels upon which Connecticut can rejuvenate a visitor."

­ M. Jodi Rell, Governor, Connecticut (R) Press Conference, Hartford - May 23, 2005