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CTvisit.com is the website for all tourism marketing activity for Connecticut. But a decade’s worth of changing needs had left the website awkwardly cobbled together and difficult to use. So how could we create an experience that would not only bring all there was to see and do in Connecticut to life online, but also inspire more to visit in person?
We reimagined the website to attract visitors with relevant inspiration they didn’t have to work to find.
We developed personas for key audiences: Connecticut residents and potential visitors from New York, Rhode Island, New Jersey and Massachusetts. Then, we developed flexible site architecture with dynamic content that allows visitors to search and find the information they wanted, and then served up additional content to inspire a richer getaway experience.
We feautured beautiful images, upcoming events, articles and videos that tell the stories of Connecticut and make getaways to the state easier to plan. We also integrated social media, maps, calendars and created a custom CMS so that contributing partners can update their own content.
Part of a campaign that earned 30+ industry awards, our reimagined website earned a prestigious Adrian Award from the world’s largest travel marketing competition, as well as an ESTO Award from the premier organization for destination marketers. Among the spectacular results:
- Traffic grew from less than 1 million visitors a year to more than 5 million visitors a year in just 2 years
- The number of tourism businesses featured on the site has grown from 2,000 to over 4,000
- And the number of leads, in the form of clicks, calls, emails, and bookings, has grown from zero before the new site to more than 3 million a year.
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