Connecticut Office of Tourism: Bucket List

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Insights

Connecticut awareness studies showed that only one-third of residents reported being proud to live here. But Fox affiliate (FOX61) was determined to turn this sentiment around . . . and bring the state some good news!

Ideas

In an innovative partnership, we created What’s on Your Connecticut BucketList? and became the content source for FOX61. 

We fed reporters/producers new ideas about attractions to feature in their segments and provided ready access to Connecticut thought leaders for interviews. We also leveraged COT’s social media channels to offer inspirational ideas through weekly Instagram stories which featured a variety of partners. And with the hashtag #CTBucketList, we monitored and fostered positive conversation across social.

Impact

The campaign earn spectacular results for in-state tourism. In fact, Connecticut residents who saw it were twice as likely to travel within Connecticut than residents who were not exposed. Plus, it:

• Drove 66,030 clicks to CTvisit.com and the FOX61 website, capturing more than a 500,000 video views on social media
• Amplified positive voices for Connecticut by inspiring more than 2,000 enthusiastic posts on Instagram, generating positive buzz for in-state tourism
• Generated significant media coverage with more than 4 million earned media impressions during summer and fall