Make It Here Campaign
Insights
For many travelers, Connecticut was a pass-through state with not much to do. The irony? There’s almost too much to do. It’s just not defined by one headline attraction.
At the same time, the state had launched a new campaign designed to invite consumers to work and live in Connecticut with a theme line, Make It Here.
Our tourism campaign would speak to much of the same audience, so why tell two stories about the same place? Instead of creating more noise with multiple messages, we could align our message and create much more meaning.
Idea
For tourism, we evolved Make It Here into an invitation not just to make a life in Connecticut, but to make memories.
We anchored the campaign around fresh takes on familiar “make” statements, like Make Your Mark. Make Jaws Drop. Make a Night of It. Make an Impression. Each paired with fast-cut, high-energy footage showcasing the state’s range.
Every execution concluded with Make It Here, now reinterpreted as a call to go experience things. And to experience them in Connecticut.
Creative showcased a wide range of activities across all channels. If the perception problem was “there’s not much to do,” our answer was overwhelming proof to the contrary.
Television and video creative built on what research told us worked: fast-paced editing, vibrant color, dynamic energy, and lots of variety. Watch the spot
A series of “Make” lines threaded a montage of scenes into a cohesive arc, turning multiple moments into a larger story. Watch the spot
Immersive, high-visibility placements turned a busy transit hub in a key feeder market into a fully branded experience. See more samples
Short-form social edits mapped experiences to specific passions, using platform targeting to align content with audience interests. See more samples
Motion-driven type interacted with real moments, creating a living visual layer that felt both whimsical and ownable. Watch the spot
Simple visuals and clear language make the message easy to absorb quickly, even on the move. See more samples
High-traffic placements ensured sustained exposure, supporting recall through repeated, visually consistent messaging. See more samples
Impact
Make It Here shattered historic benchmarks for website traffic, engagement rates, and search intent. But the real story is what happened beyond views and impressions.
The campaign didn’t just change how people feel. It changed behavior. Connecticut experienced a jump in statewide visitation, revenue, and ROI. Tourism economic impact rose 5.3%—outperforming even Maine, the self-proclaimed “Vacation State.”
From perception problem to growth story, the campaign proved that Connecticut isn’t just a place to make a life. It’s a place worth making the trip.
